The basement level houses a range of fascinating crystalline creations and legendary pieces redolent with history. Together they form the permanent “Timeless” exhibition at the Store, a reference to the eponymous areas at Swarovski Crystal Worlds in Wattens and the Swarovski Kristallwelten Store Innsbruck.

Visitors will discover many exceptional objects there that tell the stories of creative partnerships, glamorous appearances on screen, stage, and red carpets, and five generations of a family business. The architects and museum designers at HG Merz were responsible for creating this narrative flow in cooperation with the Swarovski Corporate Archive. The result is a 125-year journey through a glittering brand universe.

Highlights of the exhibition include glamorously sensual stage costumes by Reinhard Seufert, the Haute Couture Dress with Black Crystal Mesh Top designed by the Viennese fashion designer Susanne Bisovsky or the MET Gala Dress of Mary Katrantzou (UK), worn by Elizabeth von Thurn und Taxis.


Spread over three floors of the store, there are installations of various artists and innovations made out of and using crystal.