Press
Multi-faceted facade merges with intensive imagination in the interior
Swarovski Wien
Swarovski Wien – the creative fusion of “behold and buy“ – opens in December 2009, after the construction work started according to plan at the beginning of this year. The theatrically performed stages in the interior will be marked by artistically sophisticated and magical product presentations, while the exterior facade unfolds a unique sparkling effect with LED-crystal light modules – Swarovski Architectural Elements. The inspirational new centre of the Swarovski brand will be staged over three floors between Kärntner Straße, Marco-d’Aviano-Gasse and Neuer Markt under the artistic direction of André Heller. The dazzling interior of this new corporate and brand platform with its “Chambers of Wonder“ has been created by renowned designers. “We want to appear with a new format adapted to the metropolis“, explained Andreas Braun, CEO of d.swarovski toursim services gmbh, on occasion of the first comprehensive presentation of the project in Vienna‘s city centre. “This means we want to create a sofar unknown, distinctive location that will provide a lasting inspiration both for the people of Vienna and for visitors from all over the world.“
In addition, the architectural intervention in the heart of Vienna will stage a world premiere. Braun: “In the outside, we experiment with a Swarovski-innovation, a light facade celebrating crystal in all its facets, making it possible to provide permanently changing atmospheres – from blistering lava to glittering ice.“ The surprising stagings continue in the interior of the extraordinary object. Irregularly arranged recesses extend into the street area, transcending the exterior glass facade; they form theatrical cubes with varying insights and outlooks. These fantastic stages offer variable opportunities for sophisticated artistic interventions and temporarily presented art installations.
The Tyrolean architects Hanno Schlögl and Daniel Süß are responsible for the architectural design of Swarovski Wien. "By playing with geometry we have developed a specific crystalline design vocabulary reverting particularly to the cube element", explain the two architects. “Basically, the concept that a building is based on determines the distinctiveness of a place. In concrete terms, we create a special location in Kärntner Straße by a glass shrine gleaming from the inside out. As regards new buildings in a historical context, our interest focuses on the dialogue between old and new, in which the complementary new is contrapuntally opposed to the historical elements.“
In addition to the artistically designed cubes, sales and display areas of the brand Swarovski, there will also be a Swarovski CRYSTALLIZEDTM Store at the new premises. Here, customers will be able to create individual necklaces, earrings and bracelets using the crystal elements, pearls and gemstones they have bought.
