Press
SWAROVSKI K24 Wien
Swarovski Wien
The world’s leading producer of cut crystal, Swarovski, plans to launch an entirely new concept for a corporate brand platform with its K24 project. This will not simply be another sequel to the successful Swarovski Crystal Worlds in Wattens, explains Dr. Andreas Braun, CEO of d. swarovski tourism services GmbH. The Austrian capital will see a new format, which will not only display the dazzling variety of products, but also will stage the overall myth of crystal in its entirety, seducing visitors into a glittering, equally fantastic as fictional dream world. “Vienna has warmly welcomed us; therefore we would like to say thank you with this new place of amazement and create another inspirational centre for the Swarovski brand“, says Braun. The new CRYSTALLIZED™ store will also be introduced as one part of Swarovski K24: Creative customers can use their imagination to design their individual necklaces, earrings and bracelets using high-quality loose crystal elements, pearls and precious stones.
Responsible for the architectural design of K24 are Tyrolean architects, Hanno Schlögl and Daniel Süß, in collaboration with international star designers. In the upcoming year, the new interpretation of the Chambers of Wonder will be built over three floors between the Kärntner Straße, Marco-d’Aviano Gasse and Neuer Markt, once again incorporating the talents of multimedia artist and creative designer of the Crystal Worlds, André Heller. Following the formal submission of K24 in the last few days, the start of construction is due to start in mid-January 2009. The new project will be implemented by d. swarovski tourism services GmbH, which, alongside Swarovski Innsbruck, also manages Swarovski Crystal Worlds. The sparkling Giant in Wattens was artistically transformed in 2007; since its opening in 1995, the Crystal Worlds have fascinated around 8 million visitors, making it one of the most visited tourist destinations in
Austria.
Swarovski K24 Facts
Autumn 2008: Project submission
January 2009: Start of construction
October 2009: Opening
