Swarovski is refurbishing a fleet of stores in Sydney's western suburbs, with Westfield Paramatta and Westfield Blacktown set to re-open under a new concept in August.
The Parramatta store, opened in 1998, is one of the very first Swarovski locations to open in Australia and will take on a new concept called ‘Wonderlux’. It will be the first New South Wales location to be refurbished under the new direction, followed by Blacktown.
The concept features metallic finishes and fluted glass with chrome and silk textures and octagon-shaped displays. Different areas of the store will be colour-blocked in new Swarovski hues, including a new blue colourway.
Swarovski has been revamping the brand and its retail stores for over a year, commencing with the rollout of 27 ‘Instant Wonder’ stores globally.
“Our new store concept is an incredible ode to the creativity, and the result of Swarovski’s strong new vision, a realm where science and magic meet,” Swarovski creative director Giovanna Engelbert said.
“Playful, aware, and always boldly chic, our aim is to reflect desires and dreams in the physical space of our stores, and to underline our new age of crystal living.”
Founded in 1895, Swarovski designs, manufactures and sells the crystals, gemstones, lab-grown diamonds and zirconia, jewellery, and accessories, as well as objects and home accessories.
The company operates 2,400 stores and 6,700 points of sales in over 150 countries and employs more than 18,000 people.