Swarovski launches "first of its kind" UK studio in London

An Austrian jewellery company has announced the opening of a “first of its kind” studio in London.

Swarovski, which trades worldwide, has revealed the UK’s first ‘Crystal Studio’, which is centred around digital and immersive elements, designed to be a “dynamic and creative space”.

The store opening follows on from similar studios in Milan, Paris, Tokyo, LA and Shanghai.

Robert Buchbauer, chairman of the executive board and CEO of Swarovski Crystal Business, commented: “Innovation, creativity and the customer are at the core of this exciting new store concept.

“Before we started working on the aesthetics, we focused on functionality, with the ambition being to meet the digital demands of our consumers, while offering them a unique and immersive brand and shopping experience.”

The company said: “In addition to an optimised store format, the layout has also been reimagined to truly reinvent the shopping experience.

“Digital dimensions are integrated throughout and guide the shopping experience; starting from the shop window screens, aimed at capturing consumer’s attention, to interactive tablets providing styling tips.

“Large screens display inspirational visuals, seasonal brand and campaign content, and create a contemporary, fresh and immersive in-store experience.”