Regarded as a leader in the worlds of design, science, fashion and entertainment and as an innovator, the new [Swarovski](https://www.swarovski.com/en-US/) brand identity debuts under Creative Director, Giovanna Engelbert, with an ebullient universe that invites you to ‘ignite your dreams.’
“Swarovski is a company rooted in innovation and reinvention. For 126 years, we have stayed true to our DNA as a brand while rising to meet the needs of an evolving world. We look forward to unveiling this new chapter in our history; one that will mark us as a true crystal lifestyle for the future,” says Robert Buchbauer, CEO.
The expression of the emblem of the Swarovski Swan is reinvented through the influence of the Wonderlab, Engelbert’s imaginary crystal world. The Swan represents the beauty of nature and eternal love, a sentiment equally shared by Swarovski’s love of crystal.
The Swarovski imaginary world of the Wonderlab comes to life with the launch of 28 Instant Wonder stores across the globe. Beginning with Milan’s Galleria on February 23, 2021, 27 more store openings will follow across North America and Europe—including brand new locations in Paris and New York. The stores will invite guests into an enchanting retail space marked by vibrant colors, metallic sculptures, and innovative materials that stem back to Swarovski’s promise of self-expression.
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