News

Swarovski is updating its boutique at the Streets at Southport in Durham with a new retail design concept. The boutique is scheduled to re-open with its new design during the third week of May. It will offer Swarovski's full range of fashion jewelry and watches, as well as home accessories and décor objects.
 
The 857 square-foot space will boast Swarovski's "Crystal Forest" retail design concept, which was created in collaboration with Tokujin Yoshioka. The concept highlights the infinite possibilities of crystal and creates a fresh showcase for Swarovski's own branded collections. The new retail architecture brings the brand to life in a tangible crystal experience.
 
"Swarovski's updated Streets at Southpoint location will create a consumer experience that embodies our brand values of innovation and modernity," says John Heidt, vice president of retail for Swarovski North America Limited's Consumer Goods Business.

The design highlights Swarovski's crystal-cutting expertise, unique craftsmanship, creativity and innovation. Key elements of the new design include a stainless steel prism exterior that catches light and reflections from outside the store, crystal strand column near the entrance, two crystal strand panels flanking one of the storefront windows, textured walls featuring reflective white prisms that envelop the space to create the illusion of an organic crystal forest, white lacquer and mirror stainless steel finishes, a combination of horizontal and vertical showcases featuring LED lighting from various directions, play of light on different materials enhancing the sparkle of the store, and floating window boxes that allow for unique, eye-catching displays of Swarovski's crystal accessories.

The Crystal Forest design concept made its global debut in Tokyo's Ginza district in March 2008. In November 2009, Swarovski opened its first Crystal Forest store in the United States on Chicago's Michigan Avenue.

For more information on the company, visit www.swarovski.com.