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Store Concept

Visitors enter the Swarovski Kristallwelten Store through a multimedia entryway with a fascinating light and sound installation designed by the Norwegian architecture firm of Snøhetta.

The Store, conceived by general planners s_o_s architekten, is literally a landscape that winds around like the natural flow of a river. Spanned across this riparian landscape is the spectacular cupola, “The Starry Mosaic Sky,” resplendent in hand-finished, shiny, black mosaic tiles by Bisazza. Resting on elaborately decorated columns, it reminds the visitor of a glittering starry sky. Glowing white display cases and elements made from fine woods form the banks of the river landscape and targeted lighting creates a variety of spatial moods. 

The Store is one of the largest in the world, and features unparalleled design: thus, special sales furnishings and large display cases were designed exclusively for Swarovski Crystal Worlds. Glowing white display cases and elements made from fine woods form the banks and accompany the customer all the way to the exit. Intensified by targeted lighting, a variety of spatial moods come about. The large display cases allow changing collections and are thus integrated into the walls partitioning the space, so that they work like windows into the spaces that lie behind them.

Sparking Delight since 1895
The Art of Performance

CURRENTLY IN THE ART SPACES
Set design by Marcel van Doorn, Curated by Carla Rumler

On the occasion of Swarovski’s 125th anniversary, the Dutch set designer Marcel van Doorn has created movie-style scenes for Swarovski Crystal Worlds and put selected objects from the company’s archive collection right where they belong: in the spotlight.

Marcel van Doorn created art spaces for Swarovski Crystal Worlds.

At the Swarovski Kristallwelten Store in Wattens, three installations by Marcel van Doorn demonstrate the multi-faceted appeal of crystal, as seen through the camera and in the spotlight.

“The Frozen Landscape” is an installation that features glittering designs from past and present, set against a frosty-cold background, including exhibits from the Swarovski archive and the extensive series of collaborations with designers who have worked with Swarovski since it was founded. Highlights of the exhibition are shoes by Jimmy Choo, inspired by Cinderella’s legendary slipper.

Under the heading “Diamonds are Marilyn’s best friends,” Marcel van Doorn has created a boudoir whose centerpiece is the famous swirling dress from Billy Wilder’s movie “The Seven Year Itch.” As early as the 1950s, Marilyn Monroe was wearing jewelry made with Swarovski crystals.

Light and movement bring crystal to life, and this is celebrated in the installation titled “Pop Dance.” In 1996, Tina Turner became the first artist to wear a gown completely made of Swarovski crystals. It was created by Gianni Versace for her Wildest Dreams tour. For the art space in Wattens, the centerpiece of the display is a gown by designer Mark Thompson, created for the musical “TINA.”

Marcel van Doorn’s installations are on display at the Swarovski Kristallwelten Store in Wattens until October 2020.

Find out more about >> Marcel van Doorn 

Installation of Melli Ink City of Glass