The brand’s fourth Instant Wonder store is located in the SoHo area of Manhattan and celebrates the crystal in all forms.

The store’s design was envisioned by Swarovski Creative Director, Giovanna Engelbert and was made real by Paris-based events agency Villa Eugenie, is described as an ode to Alice Wonderland and Willy Wonka.

The store’s interior is a veritable candyland of crystal confections. The merchandise available at the store covers the full breadth of Swarovski crystal pieces, including loose components, jewellery, watches, figurines and accessories. Instead of jewellery stands, each of the Swarovski pieces are displayed on a series of metallic-cast busts.

The new store also features both live and digital components, including virtual tours, previews of collection pieces and lifestyle content.

Chief Executive Officer, Robert Buchbauer, commented: “Swarovski is a company rooted in innovation and reinvention. For 126 years, we have stayed true to our DNA as a brand while rising to meet the needs of an evolving world. We look forward to unveiling this new chapter in our history; one that will mark us as a true crystal lifestyle for the future.”