The new retail concept originally debuted in Milan and has since opened further locations in key cities such as Paris and New York.
The new stores have been likened to candy stores due to their bright colourings and a playful and joyous atmosphere. The store houses a number of the brand’s products including loose components, jewellery, watches, figurines and accessories.
The new Florence boutique is located in via dei Calzaiuoli and the walls are completely covered with monochromatic octagonal boxes from floor to ceiling. The traditional jewellery displays have been replaced with a series of metal busts made by 3D scanners. Each of the Instant Wonder stores are characterised by the presence of one of more of the five colours of the new octagonal-shaped packaging from Swarovski: white, pink, green, blue and yellow. The Florence boutique is complete with pink and green from these colours.
The opening has been celebrated through a special collaboration between Swarovski and the famous Florentine concept store Luisaviaroma, which will sell the brand’s Collection I.
