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.

Frozen Dreams

Set design by Marcel van Doorn, curated by Carla Rumler

2020 has forced the world to focus on the beauty of its immediate surroundings. We have all been thrown back to our roots. This situation has inspired Dutch set designer Marcel van Doorn to take us on a journey of nostalgic winter dreams and childhood memories with his installation entitled “Frozen Dreams.” Referring to Swarovski’s long-standing collaboration with renowned designers from around the world, the designer brings history and dream back to the present day.


The “Frozen Landscape” stage displays sparkling pieces in a magically frosty landscape, commemorating Swarovski’s long tradition of working with designers. The magical gingerbread house, transformed into ice and snow, is based on the Swarovski family’s villa built in 1907 in Wattens. It takes us back to the origins of Swarovski and return us to the present with a twist. On the third stage, Marcel van Doorn positios a so-called “Wishing Tree” in an enchanted Tyrolean winter landscape. Wishing trees enjoy a centuries-old tradition worldwide and fill people with confidence, joy, and hope.

Marcel van Doorn’s installations are on display at the Swarovski Kristallwelten Store in Wattens until May 2021.

Find out more about >> Marcel van Doorn



Standing four meters tall, this cartographically accurate globe created by the artist duo Studio Job seems overwhelming and impenetrable. Symbolically, the scaled-down model of the earth represents victory and power, but also knowledge and learning, understanding, and hope.

The 1.000-kilogram sphere itself has a diameter of 175 centimeters and is adorned with half a million Swarovski crystals. “The Globe” was originally designed as a chandelier for Swarovski Crystal Palace.

Swarovski Crystal Palace was initiated by Nadja Swarovski in 2002, to create new interpretations of the traditional concept of a chandelier, in collaboration with architects, artists, and designers.

Installation of Melli Ink City of Glass