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PRESS INFORMATION
SWAROVSKI WIEN
Page
Sparkling moments of wonder in Vienna 1
The crystalline delights of Swarovski Wien in detail 4
A masterful blend of architecture, design, and crystal 9
Gwenael Nicolas – Paying homage to Gustav Klimt with one-of-a-kind installations 11
John Miller – Extraordinary works of art with a wealth of association 12
Gerda Buxbaum — Creative head and inventor of the stages 13
General information 14
May 2012

PRESS INFORMATION
SPARKLING MOMENTS OF WONDER IN VIENNA
Swarovski Wien, in the heart of the Austrian capital at Kaerntner Strasse 24, invites visitors
into a sparkling, creative world of amazement and shopping. An innovative and multifaceted
Swarovski dream world captivates visitors, offering them works of art created by
internationally renowned artists alongside magically scintillating product presentations over
three storeys.
Swarovski Wien offers a unique shopping atmosphere, with the modernised interior of a historic 19th
century building hosting an inspiring interplay of design, everyday culture and crystalline wonder,
blend together into a generously sized shopping landscape. “We chose Vienna for a reason,” explains
Markus Langes-Swarovski, member of the Swarovski Executive Board, “as it is a city that has served
as a melting point between east and west for centuries and is a cultural platform – both in a historical,
classical sense, and as a modern, trend-focused urban centre.”
Swarovski Wien reveals sparkling secrets
The revolutionary exterior façade with its sensational LED crystal light modules, Swarovski
Architectural Elements, fascinates with a unique sparkling effect. The compelling structural realisation
by Tyrolean architects Hanno Schloegl and Daniel Suess, which separates old and new structures and
ultimately merges them together again, finally reverts to a specific expression in crystal which is
reflected in the element of the cube. Irregularly positioned bays reaching out into the street and
permeating the exterior facade, form theatrical cubes with different views of the exterior and interior.
After works by Arne Quinze (December 2009 to March 2011) took their leave, these fantastic rooms
serve as stages for installations by two internationally renowned artists, Gweneal Nicolas and John
Miller. In two cubes, French artist Nicolas, now a resident of Tokyo, presents “Expectation.” An
homage to the eponymous painting by Gustav Klimt, it studies rhythm, movement, and surprise
through the arrangement of countless mirrored mobiles.
Two cubes, located near the Neuer Markt area of Vienna, house installations by American artist John
Miller. “Big Love” and “An Abdication of Logical Thinking” are intentionally haphazard collection of
items preserved in a coating of gold. Crystal, in the form of quotations, is the focus of “200 crystal
elements”. Immediately upon stepping into the entrance hall you will be dazzled by an extraordinary
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masterpiece. “Crystal Levitation” was crafted using an exclusive technique developed by Swarovski,
which creates a complete symbiosis between the two stones. Every two months, Gerda Buxbaum, the
former head of the famous Fashion Institute Vienna Hetzendorf, arranges the orchestration of the
“stage” in the central shop window overlooking the Kaerntner Strasse so that a casual shopping trip
turns into a special experience. All three floors of Swarovski Wien are drawn together by the
installation “Lake of Shimmer” which was designed by Japanese designer, Tokujin Yoshioka, and
manufactured in its entirety in-house for Swarovski Wien. 16,000 small mirrors form a silvery,
shimmering surface of more than 88 square metres. As they are in perpetual motion and reflect the
light, the installation is reminiscent of the play of light with crystal or with the surface of a lake.
Constant renewal, change and innovation are the maxims at Swarovski. Various “Eclectic Panthers”
serve as an indicator of crystal’s immensely variable properties, with the idea of the project to
reinterpret a classical, crystalline piece in a variety of ways. As such, 45 of these panther figures can
be found in the heart of Vienna, with various colors, effects, and materials, all based on precisely cut
crystal. Visible from the outside, the chandelier “Mini Voyage," created by Yves Béhar for Swarovski
Crystal Palace, poses, from its prominent position, an inimitable drawing power. On the Neuer Markt
side the chandelier “Ice Branch”, created by Tord Boontje, shines out. In the basement the opulent
piece, “Cascade," created by Vincent van Duysen and standing three meters high, celebrates crystal
and light in its finest form.
Dive into the glamorous world of products
As one of the largest Swarovski stores worldwide, Swarovski Wien offers the entire product range on
three levels, in addition to the pieces made by internationally renowned artists. It incorporates famous,
exclusive Swarovski, Atelier Swarovski, SWAROVSKI CRYSTALLIZED TM , jewelry, and accessories
collections, famous crystal figurines and impressive, sensuously aesthetic interior items. The infinitely
inspiring crystal components of SWAROVSKI CRYSTALLIZED TM enable visitors to become
trendsetters as they formulate their own designs. People who take pleasure in the viewing experience
and who treasure the moment will be delighted with the comprehensive selection of optical precision
instruments by Swarovski Optik. In the stylish ambience of the Moët & Chandon first floor bar visitors
can finish off their voyage of discovery through the world of crystal with a sparkling glass of
champagne. Over the summer months, Swarovski also opens its Sidewalk Café, where guests can
savor sophisticated Mediterranean dishes, fine wines from around the world, and wonderful local
pastries as they unwind outside, while taking in the view across Vienna’s bustling Neuer Markt, and as
of 2011, the Kaerntner Strasse, with its sparkling, crystalline backdrop. An international team
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welcomes visitors at Swarovski Wien, offering expert advice, as required. In 25 different languages,
including Chinese, Greek, Japanese, Korean, Russian and Spanish as well as Tamil, Czech, and
Thai, all crystal-related questions can be answered.
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THE CRYSTALLINE DELIGHTS OF SWAROVSKI WIEN IN DETAIL
The “Honeycomb” façade – Lighting delight, day and night
The exterior façade of Swarovski Wien is a genuine world first – thousands of crystals and LED lights
lend it a unique sense of magic. The use of Swarovski Architectural Elements creates a fascinating
interplay between architecture and crystal, with the changing surface representing a kaleidoscope of
moods. After night has fallen in, the honeycomb structured façade glistens in varying tones,
effortlessly creating the illusion of glowing lava and shimmering ice. This technologically innovative
façade concept is based on controllable, LED-fitted crystal light modules, and was developed by
Swarovski and in this form for the first time employed in Vienna.
“Expectation” – art installation in two cubes by Gwenael Nicolas
A bridge connecting the inside to the outside: irregularly shaped cubes, reaching out into the street
and penetrating through the external façade, afford the visitor spectacular insights and exceptional
views. Two cubes showcase the work of French artist Gwenael Nicolas. Now a resident of Tokyo,
Nicolas has a special connection to Swarovski. With his feel for lightness, functionality, and aesthetic
sense, he designed both the light object “Sparks” for Swarovski Crystal Palace and the flacon for the
new fragrance “Aura by Swarovski” with the creative flourish of his pen. The installation “Expectation“
can be seen from Kaerntner Strasse and Marco-d’Aviano-Gasse. It pays homage to the painting by
Gustav Klimt of the same name and is, through the arrangement of countless mirrored mobiles, a
study of rhythm and movement. “My relationship to design is based on two sources of inspiration:
architecture and motion graphics,” says Gwenael Nicolas, describing his work. “I always wonder why
architecture does not move and why nothing remains from motion graphics. So I always intend to fuse
the two into spaces in motion.”
“Big Love," “An Abdication of Logical Thinking” & “200 crystal element” – art works in two
other cubes by John Miller
Two Cubes, located near the Neuer Markt area of Vienna, serve as a stage for installations by
American artist John Miller. Known for his wealth of association, Miller has chosen three works for
Swarovski Wien that closely link the exciting shopping experience of the downtown area conceptually
with crystal's far-reaching artistic influence. The exhibition pieces “Big Love” and “An Abdication of
Logical Thinking," both from 2009, are an intentionally haphazard collection of items, preserved in a
coating of gold. John Miller offers two possible interpretations: at first glance, everyday objects are
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interwoven with a metallic aesthetic – or junk gets the Midas touch. Upon reflection, you are reminded
of an emotion that galvanizes, preserves and gives value to the most mundane objects; just as an
immediate personal connection is established with a crystal by the first cut. Crystal remains the focal
point of his installation “200 crystal elements” located on the ground floor. In random order, quotes
with the recurring theme of “crystal” appear on a white screen. They reveal the extent to which the
pure, mystical material has inspired the sciences, poetry, philosophy, and fantasy. It’s a journey
through history and poetry, with crystal as the protagonist.
“Crystal Levitation” – an extraordinary masterpiece
Immediately upon stepping into the entrance hall, you will be dazzled by the extraordinary masterpiece
“Crystal Levitation”. A radiant 2,620 carat zirconia forms the heart of the 96,500 carat crystal. Both
shimmer with 57 facets. The zirconia seems to magically hover in the center of the crystal defying the
law of gravity. “Crystal Levitation” was crafted using an exclusive technique developed by Swarovski
designed to create a complete symbiosis between the two stones. The technique is often used in the
creation of unusual jewelry. “Crystal Levitation” is truly exceptional – both in its size and the luminosity
of the two crystal bodies made possible by the high precision execution. It is now destined to become
the latest addition to the ranks of the unforgettable highlights of Swarovski Wien.
The window becomes a stage – exciting, ever changing landscapes on the Stage
Swarovski Wien regularly offers new, engaging installations via its stages, as part of pioneering work
that sees it transform its central shop windows into a theatre of fantasy and creativity. Every two
months, new themed landscapes are created. Visitors to Kaerntner Strasse 24 feel as if they are
gazing into another world when looking through the window. As such, every shopping trip is
transformed into an artistic experience. Lifestyle and design come together, as the endless faceting of
crystal is offered its own platform. Past exhibitions have seen gifted, original artists such as Sara
Vidas and Almyra Weigel prove their talent by lighting up the stage.
“Lake of Shimmer” – a crystalline light show by Tokujin Yoshioka
It is a piece that cannot fail to turn heads: developed by Japanese artist Tokujin Yoshioka and
implemented by Swarovski, the “Lake of Shimmer” installation captivates viewers through the
sophisticated arrangement of thousands of moving octagonal parts, each made of aluminum. 16,000
small mirrors form a silvery shimmering area of 88 square meters, visually connecting each of the
three stories at Swarovski Wien. Like the surface of a lake, the swaying mirrors reflect the light, and
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through their mysterious sparkle, recall the characteristic way in which crystal bends and shapes the
light. As each mirror can also be controlled individually, a wide variety of motifs and patterns of
movement can be created, shaping the Swarovski Wien interior.
Tokujin’s methods appear simple though are extremely sophisticated. Born in Japan in 1967, the artist
sets out to create futuristic effects by using constantly reflective, transparent materials in combination
with new technologies. He is particularly renowned for his technical perfectionism, skilled use of light
and rejection of color. After a successful period in Shiro Kuramata and Issey Miyake’s studio, he
opened his own venture in 2000, entitled “Tokujin Yoshioka Design." Many of the pieces by the multi-
award winning designer and artist are found in permanent exhibitions in the world’s most important
galleries, such as the New York Museum of Modern Art (MoMA). As a long-time partner of Swarovski,
Tokujin Yoshioka Design developed the concept for the Swarovski Ginza flagship store in Tokyo, as
well as “Eternal”, a series of acrylic chairs for Swarovski Crystal Palace.
“Eclectic Panther” – From the poetry of precision
Constant renewal, change, and innovation are the maxims at Swarovski, and the “Eclectic Panther”
project was launched to symbolize crystal’s immensely variable properties. Designers from across the
company were approached to transform what was originally a crystalline piece through the use of
various materials.
The high-precision cut crystal, representing one of the core competencies of Swarovski, was
transformed through the use of wood, silicone, concrete, and wax. The result is a wide range of
“Eclectic Panthers," the shared crystal origins of which have been rendered unrecognizable through
inspirational individuality.
“Mini Voyage” – a spectacular chandelier by Yves Béhar
“Mini Voyage“ on the first floor is a scaled-down rendition of an original chandelier conceived by Yves
Béhar for Swarovski Crystal Palace. The original, “Voyage," is a 4.5m structure created for New York’s
JFK airport. No less impressive in effect, „Mini Voyage” retains the design qualities of the original but
is approximately 2m in length and contains 10,000 Swarovski crystals, lit internally by white LEDs.
Yves Béhar, born in 1967, is a Swiss designer and the founder of fuseproject, a design firm dedicated
to the development of emotional experiences with brands via storytelling. The experiences and media
used by fuseproject hitch together products, surroundings, graphics, packaging, clothing, and strategy.
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Béhar's design and its creative positioning are brought to bear on fields such as technology, sport,
lifestyle, and fashion.
The unique perspective on design and the development of stories not least brought international
notice from museums and successes at international competitions. Among others, he won the
National Design Award of the Cooper Hewitt Smithsonian National Design Museum for 2004. For
Swarovski Crystal Palace, he created the chandeliers "Nest" and "Voyage."
“Ice Branch” – light and crystal in its most beautiful form by Tord Boontje
“Ice Branch," also on display on the first floor, was originally designed by Tord Boontje as part of his
poetic and dazzling scheme at the Swarovski Fashion Rocks event in 2005. Combining stark clear
Swarovski crystals on a naturalistic branch, Boontje creates an icy and beautifully sculptural, artistic
chandelier.
Tord Boontje was born in 1968 in Enschede in the Netherlands. He studied at the Design Academy in
Eindhoven and the London Royal College of Art. Boontje works as a furniture and industrial designer
and is particularly involved in package design. As an artist, he has won many awards and is well
known for his interior design and various exhibitions and installations. In his work, nature again and
again plays a central role, although technology is always an integral component of the end product.
“Cascade” – Crystalline waterfall by Vincent van Duysen
In the basement, crystals become water with the “Cascade” chandelier, where the thousands of
crystals that make up the three-meter-high piece plunge down. The extravagant piece is made up of
countless crystal strands, interwoven with LED fiber optics and was created by Vincent van Duysen for
Swarovski Crystal Palace. “Cascade” represents a reinterpretation of the traditional chandelier, and
celebrates crystal and light at their most beautiful. The sparkling flow of crystals has even made it to
Hollywood: as a prop in the film “Ocean’s Thirteen,” the chandelier shared the screen with George
Clooney and Brad Pitt.
Produced by Belgian architect and interior architect Vincent van Duysen, the piece is of the reduced-
minimalist style, and yet offers a certain sensuousness. From his love of original forms and compact
volumes, the artist has developed a style that van Duysen himself characterizes as simple, clear, pure,
and elementary. The preservation of the space and its original form is the key priority for van Duysen
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during renovation work, while he employs furniture with clear, withdrawn lines, to support the design
vocabulary of his buildings via sculptural and communicative focus points.
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A MASTERFUL BLEND OF ARCHITECTURE, DESIGN, AND
CRYSTAL
Tradition meets innovation in the light-filled new brand center of Swarovski
Swarovski is proud to present its artistic and multifaceted dream world and store in the heart of
Vienna. Situated over three stories between Kaerntner Strasse, Marco-d’Aviano-Gasse, and Neuer
Markt, Swarovski Wien makes a bold conceptual and architectural statement. With its stunning
contrast between the existing 19th century façade and an avant-garde glass construction, the light-
filled center becomes a fitting celebration of the beauty, preciousness and magnetic appeal of
the world’s leading crystal brand – and a sparkling cultural addition to the Austrian capital.
Designed by Innsbruck-based architects Hanno Schloegl and Daniel Suess, the scintillating brand
platform of Swarovski combines generously sized retail sales areas and theatrical exhibition spaces
within the ground floor, mezzanine and basement of an imposing 19th century industrial building in the
Viennese center.
The ambitious project, employing a crystalline design vocabulary throughout, sees a giant cube
structure placed inside the original construction. Adopting the building-principle, this challenging
process involved removing the core of the building from the basement to the first floor, whilst enabling
the hotel on the floors above to remain in full operation. The surfaces of the gigantic cube are clearly
visible from the exterior of the center through an outer glass skin. They provide a breathtaking canvas
upon which “Honeycomb” – a Swarovski innovation with a sparkling surface of thousands of LED light
points and cut crystals – delivers a spectacular spatial, visual and crystal interplay. Sophisticated
controls allow for a variety of different lighting moods from glowing lava to glittering ice effects. “We
wanted to create a special location,” say Schloegl and Suess, “a glass shrine that gleams from the
inside out.”
Continuing the multifaceted design language, smaller, irregularly placed glass cubes extrude into the
street, offering dramatic spaces for the staging of promotional and artistic displays that can be viewed
from the inside and outside.
Tradition meets avant-garde
The architects have cleverly integrated the contemporary 21st century ground-floor structure with the
older building above by restoring the existing granite pillars that run vertically down the length of the
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exterior façades. This restoration grounds the upper floors and ensures the harmonious coexistence of
traditional and cutting-edge architectural styles. “Here we are focusing on the dialogue between old
and new, in which the complementary new is contrapuntally opposed to the historical elements,”
explain Schloegl and Suess.
The space between the exterior glass shell and the interior crystal and LED illuminated surfaces is 58
centimeters deep and almost seven meters high, allowing for further adventurous display possibilities,
including the use of semi-transparent screens and suspended design pieces.
Inside the new structure, contrasting use of light and reflections again echoes the theatrical theme,
with bright floors, dark grey walls, and a reflective black ceiling. White paneled escalators, brightly lit
from above, give access to each floor, where freestanding shop furniture and multi-functional displays
underscore the individual style of the various product lines.
The winning combination of sparkling shopping landscape and glittering forum for contemporary art
continues Swarovski’s alluring Chamber of Wonder concept. This creative behold-and-buy approach
has already seen Swarovski Kristallwelten in Wattens become one of the most visited attractions in
Austria over the past 15 years.
With its ability to fire the public imagination, awaken desire and fulfill visitors’ fashion, design and
lifestyle aspirations, Swarovski Wien provides a third magnificent stage from which to captivate new
audiences.
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GWENAEL NICOLAS – PAYING HOMAGE TO GUSTAV KLIMT WITH
ONE-OF-A-KIND INSTALLATIONS
Born in Bretagne, France in 1966, Gwenael Nicolas graduated from the Royal College of Art in
London with a master's degree in Industrial Design. Living in Tokyo since 1991, Nicolas has been
designing for Water Studio (Cassina IX) and Issey Miyake Interior Design (Pleats Please Shops) and
working on perfume design projects (Le Feu d’Issey). In 1998, he and producer Reiko Miyato founded
their own studio for product and interior design and architecture. He collaborates with renowned
businesses including Nissan, Lexus, Docom, Louis Vuitton, Kanebo, and Nintendo. His concept
installations such as “D-Day” in the Pompidou Center in Paris (2005), “Light-Light” as part of “Tokyo
Wonder” (Milan 2008), “Tokyo Fiber” (Milan 2009), and the Lexus Museum (2009) have been
acclaimed internationally. His newest projects include “Sparks” – designed exclusively for Swarovski
Crystal Palace and presented at the 2010 Milan Salone – and the “Aura by Swarovski” perfume flacon.
He has received numerous awards for product design and architecture (AIA). In 2009, he was the
recipient of the Ku/Kan Prize – Japan’s most prestigious prize for interior design.
The hallmarks of Gwenael Nicolas’ designs are translucency, intense color, and expressive style. In
speaking of his products and encountering the spaces he designs, it becomes immediately clear that
it’s not just a matter of making something beautiful; Nicolas takes pains to perfect functionality. He
creates a storyboard with a special focus containing an element of discovery and unpredictability for
each of his designs. His installation “Expectation” for Swarovski Wien pays homage to the eponymous
painting by Gustav Klimt. The focus here is not on the artwork itself but the reflections of the
observers, the surroundings, and the motion in the room.
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JOHN MILLER – EXTRAORDINARY WORKS OF ART WITH A
WEALTH OF ASSOCIATION
For over 30 years, American artist John Miller (1954) has been a leading name on the international art
scene. The work of the multimedia talent, who holds an M.F.A. from the California Institute of the Arts,
encompasses painting sculpture, photography, and film. Galleries the worlds over – including
Kunsthalle Zurich, the Center for Contemporary Art in Kitakyushi, Japan and, time and time again,
Metro Pictures in New York – have been home to his solo exhibitions. His ongoing series "The Middle
of the Day," in which he photographed whatever location he was in at a specific time of day, was
critically acclaimed in the U.S., Switzerland, Germany, Austria, and France. His objects have been
included in countless group exhibitions at the world’s largest art galleries. His artistic approach is
based on the sensitive observation of everyday life, which, as it is transformed into the language of
pictures, reflects the “normal” in all its profundity. For this creative insight, John Miller was recently
awarded Cologne’s 2011 Wolfgang Hahn Prize. John Miller lives, works, publishes, and teaches in the
U.S.
American artist John Miller is known for his affluence of association. The works “Big Love” and “An
Abdication of Logical Thinking” (2009) forge a connection between the importance of crystal to both
human memory and to art. The exhibition pieces are an intentionally haphazard collection of items
covered with imitation gold leaf. John Miller makes a statement by interweaving everyday objects with
a metallic aesthetic, thus “ennobles” what would commonly be classified as junk. In reality, it is the
memory of an emotion that galvanizes preserves, and gives value to the most mundane objects; just
as an immediate personal connection is established with a crystal from the first cut. In the third piece
presented by Swarovski Wien, “200 crystal elements,” crystal remains the focal point – in terms of
both form and content. In random order, quotes with the recurring theme of “crystal” appear on a white
screen. They reveal the extent to which the pure, mystical material has inspired the sciences, poetry,
philosophy, and fantasy. It’s a journey through history and poetry, with crystal as the protagonist.
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GERDA BUXBAUM — CREATIVE HEAD AND INVENTOR OF THE
STAGES
Swarovski Wien relies on a maximum of competence and experience for its one of a kind project
which transforms displays into stages for dazzling art: Gerda Buxbaum has led the renowned Schloss
Hetzendorf fashion school in Vienna for more than ten years and is now the curator of the Swarovski
Wien Stages. Buxbaum is considered a doyenne of the Austrian fashion scene and is a leading
authority on global fashion discourse. For more than three decades, she has dedicated herself to the
sparkling world of fashion, in a host of different roles and contexts. She taught at universities in Austria
and abroad, published numerous books, written articles and contributions in catalogues and
anthologies and expertly headed up the office for PR and exhibition management at the Academy of
Fine Arts in Vienna with innovative passion and engagement.
Gerda Buxbaum is connected to Swarovski by many years of inspirational collaboration. The link
began with the 1991 “Jewels of Fantasy” international exhibition project. This recounted the history of
fashion jewelry around the world, with sophisticated pieces exhibited in a host of prominent museums.
A comprehensive definitive book was also published on the subject. In it, Gerda Buxbaum
documented the history of fashion jewelry in Germany and Austria from 1900 to 1950 under the title
“The opulent quality of meagreness”. She went on to curate two further highly praised projects,
“Decorative Transparency” and “Snow White on Ice – Crystalline Beauty between Life and Death” in
1997 and 1998, also producing the accompanying catalogues. She has already designed several
Stages for Swarovski Wien.
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GENERAL INFORMATION
Swarovski Wien
Kaerntner Strasse 24
1010 Wien, Austria
Tel: +43 (0)1 324 0000
Fax: +43 (0)1 324 0000-7840
E-Mail: swarovski.wien@swarovski.com
www.swarovski.com/vienna
Opening hours
Monday – Friday 9 a.m. – 9 p.m.
Saturday 9 a.m. – 6 p.m.
Sunday and holiday closed
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d. swarovski tourism services gmbh
Whether as a source of artistic inspiration, a communication platform, or the key to an imaginary
world, d. swarovski tourism services gmbh succeeds in using extensive communication strategies to
unite tourism, retail, and culture, constantly presenting crystal in new contexts, and therefore
increasing the success of the Swarovski brand. With innovative concepts of communication, d.
swarovski tourism services gmbh — a fully owned subsidiary of D. Swarovski KG — adds essential
image building and successful marketing to the Swarovski brand. Under the direction of MD Stefan
Isser, around 280 staff members commit themselves every day to the development of strategies that
make crystal and all its facets desirable and tangible for everybody. Imagination and courage make d.
swarovski tourism services gmbh a leader in innovation and marketing in the “tourism-oriented
marketing” segment – creating moments of wonder and sparkling shopping experiences
With the Swarovski Crystal Worlds in Wattens, d. swarovski tourism services gmbh operates a tourist
attraction that extends way beyond the borders of Austria. Through the successful combination of
entertainment and culture, the Swarovski Crystal Worlds in Wattens have advanced to become a
center of active communication. As an exclusive venue for events, concerts, and cultural occasions, a
forum for contemporary art, a sparkling shopping landscape, and a mysterious fantasy world, it has
developed a unique appeal and, with its over 10 million visitors, counts as one of the most visited
tourist attractions in Austria.
As well as the entire Swarovski product range, Swarovski Innsbruck offers an exciting link between
historic and forward-thinking. Housed in one of the oldest buildings in Innsbruck’s old town that
surrounds the Goldenes Dachl (Golden Roof), Swarovski Innsbruck is the new center of crystalline
experience in the Tyrolean capital, and brings together the elements of amazement and shopping.
The innovative combination of shop floor and artistic displays can also been found at Swarovski Wien
on Kaerntner Strasse 24. Following designs by Tyrolean architects Hanno Schlögl and Daniel Süß, a
third and unmistakable location of amazement and shopping has been created, inviting visitors to
experience dreamlike encounters.
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D. Swarovski KG
In 1895, Daniel Swarovski, a Bohemian inventor and visionary, moved to the village of Wattens, Tyrol
in Austria, with his newly-invented machine for cutting and polishing crystal jewelry stones. From this
beginning that revolutionised the fashion world, Swarovski has grown to be the world’s leading
producer of precision-cut crystal for fashion, jewelry and more recently lighting, architecture and
interiors. Today, the company, still family-owned and run by 5th generation family members, has a
global reach with some 26,100 employees, a presence in over 120 countries and a turnover in 2011 of
2.22 billion euros. Swarovski comprises two major businesses, one producing and selling loose
elements to the industry and the other creating design-driven finished products. Swarovski crystals
have become an essential ingredient of international design. Since 1965 the company has also
catered to the fine jewelry industry with precision-cut genuine gemstones and created stones.
Showing the creativity that lies at the heart of the company, Swarovski’s own brand lines of
accessories, jewelry and home décor items are sold through more than 2,200 retail outlets worldwide.
The Swarovski Crystal Society has close to 300,000 members across the world, keen collectors of the
celebrated crystal figurines. And in Wattens, Swarovski Kristallwelten, the multi-media crystal
museum, was opened in 1995 as a celebration of Swarovski’s universe of innovation and inspiration.
Press Contact
Christina Schwarz
PR Senior Manager
d. swarovski tourism services gmbh
Tel: +43 (0)5224 500-3836
E-Mail: christina.schwarz@swarovski.com
Eva Steinwender
PR Manager
d. swarovski tourism services gmbh
Tel: +43 (0)1 324 0000-7803
E-Mail: eva.steinwender@swarovski.com
Further information is available on our homepage at www.swarovski.com/vienna/press
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