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A Journey of Wonder – Swarovski Unveils Its Captivating Store Concept

For over a year, Swarovski has been on a spellbinding journey with the reimagining of the brand and retail stores. Commencing with the rollout of 27 Instant Wonder stores around the globe, the magical transformation has culminated in the opening of the first fabulous new stores in key corners of the world in 2021, with more to follow in 2022.

"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. 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," says Giovanna Engelbert, Creative Director at Swarovski.


Designed to ignite imaginations, each entrancing store pays homage to the shimmering beauty of crystal, reflecting the uniquely captivating charm of the city itself. Mesmerizing metallic finishes and fluted glass combine with chrome and silk touches throughout.

To reflect the brand's new visual identity, overseen by the beloved Swarovski Swan, guests will be welcomed into a sensorial retail space to discover an array of tempting and tantalizing crystal treasures.

Encouraging exploration and self-expression, different areas in the stores are color-blocked in Swarovski's signature new brand hues. With myriad octagons adorning the walls in a breathtaking display of product and pattern, the entire concept is a tribute to the wonder of crystal itself.

For the final flourish, packages wrapped up with signature gross-grain silks and velvets add to the entire spellbinding experience.

An absolute feast for the senses, our sumptuous new stores beckon you in, promising a world filled with magic and special moments.


Though one facet of many in the brand's relaunch, the covetable new boxes play a key role in bringing Swarovski's new stores to life. Each store is represented by a combination of five colors – white, pink, green, blue, and yellow – that are, in turn, inspired by the prismatic result of light shining through crystal.

Swarovski is excited to announce the opening of the first yellow New Store Concept in Asia at The Venetian Macao. With its yellow tone, the store invites each visitor to live a unique experience in a space that brings in mind a sense of joyful wonder, a candy-like dreamscape filled with full spectrum of crystal lifestyle pieces – jewelry, watches, figurines, and accessories.

In addition, yellow is a color in traditional Chinese culture, representing power, dignity, and prosperity.

From every vantage point, Swarovski's ambition is to create an immersive entry into its world of wonder, leaving a lasting and inspired impression for all.

The new Retail store at The Venetian Macao is unveiled.

Shop 979, Grand Canal Street, Level 3, Shoppes at Venetian, Macao
(853) 2882-8166

To celebrate, a series of exclusive sparkling surprises have been prepared for customers to enjoy at The Venetian Macao Swarovski store!

From August 12 to 21, 2022, customers can enjoy 10% off discount on regular-priced items, and receive a Swarovski chaton as gift with spending over MOP 2,200 (Offer valid while stocks last)

In addition, from August 25 to September 25, 2022, customers who successfully make an appointment for styling consultation, will be able to join a Swarovski Candle workshop on site.


Swarovski is a place where magic and science meet.

Swarovski unifies all parts of its organization under one spellbinding idea and brings forward a wondrous new world of crystal craftsmanship. Founded in 1895 in Austria, the company designs, manufactures and sells the world's highest quality crystal, gemstones, Swarovski Created Diamonds and zirconia, jewelry and accessories, as well as crystal objects and home accessories. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal Business forms the Swarovski Group.

A responsible relationship with people and the planet has always been an integral part of Swarovski's heritage. This manifests today in the company's well-established sustainability agenda with youth-focused education programs and foundations to promote human empowerment and conserve natural resources to achieve positive social impact.