Renowned jewellery retailer Swarovski has revolutionised its traditional setup with a new central London store that embraces the increasingly digitally interactive retail market. The swanky store features a range of interactive technology stations and is the first major step towards the company evolving its retail experience strategy.
Swarovski considers the main attraction of the Crystal Studio to be the Crystal Bar, which is described as an “immersive jewellery station where consumers can spend time discovering new products, curating looks with consultations from Swarovski’s in-store stylists and exploring product ranges virtually”.
Robert Buchbauer, CEO of Swarovski’s Crystal Business has spoken out about the inspiration for the London attraction as being a combination of “Innovation, creativity and the customer”. Buchbauer explains: “Before we started working on the aesthetics, we focused on functionality, with the ambition being to meet the digital demands of our consumers, while offering them a unique and immersive brand and shopping experience.”
The Crystal Studio boasts high-tech interactive tablets that provide customers with styling tips. There are also large screens throughout the store showing plenty of seasonal brand visuals and marketing campaigns.
Although London was the city of choice to launch the new concept store at the end of last week, with Swarovski choosing the famous Oxford Street as the exact location, they have said to expect similar openings in Los Angeles, Paris, Milan, and Shanghai in the not-so-distant future.
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