London is the latest location for the concept, following debuts in Milan, Paris, Tokyo, LA and Shanghai.
The new store is an amalgamation of digital and immersive and offers shoppers such experiences such as interactive tablets providing styling tops and large in-store screens which will display inspirational visuals, seasonal brand and campaign content. The concept store also houses an immersive jewellery station, known as the Crystal Bar, where customers can discover new products and curate looks with Swarovski consultants.
The new retail space intends to create a memorable in-store experience for shoppers, by providing a highly interactive and socially focused environment. The concept is customer-focused and will put their “unique needs at the heart of the experience, encouraging creativity and spontaneity.” a spokesperson commented.
Robert Buchbauer, CEO, has said: “before we started working on the aesthetics, we focused on functionality, with the ambition being to meet the digital demands of our consumers, while offering them a unique and immersive brand and shopping experience.”
