The Austrian-based jewellery company has opened a new 600sq m flagship store in Shanghai at Hong Kong Plaza Mall.
This store marks the largest Swarovski flagship in the world and the second of the brand’s Wonderlab stores, with the very first Wonderlab store opening in Zurich last November. The Hong Kong flagship was designed by the brand’s Creative Director, Giovanna Engelbert and it includes a silver room equipped with robotic arms called ‘The Lab’, and a metallic pink ‘Wonder Room’ and a futuristic bedroom ‘Dream Room’.
The store forms part of Swarovski’s expansion plans, which includes more Wonderlab stores planned for Milan, Paris and London, and their store fleet set to hit 230 by the end of 2022. The move comes as the brand has undergone several changes recently, including the appointment of a new Chief Executive Officer, Michele Molon.
The brand is now focusing on its growth in China, which is its largest market.
