Since 2021 Swarovski has been transforming its stores around the world under a new concept, envisioned by global creative director Giovanna Battaglia Engelbert.
Each location is energised by a colour scheme. For example, the Swarovski store in Milan is ablaze in vibrant yellow, the one in Paris in delectable pink and, in Bangkok at Siam Paragon, the retail space is in cool shades of blue.
Now to the Siam Paragon location add another Bangkok site: an eye-catching pop-up store on Central Embassy's L2 floor featuring large, electrifying pink and green colour-block octagons.
The octagon logo is echoed across product displays, jewellery trays as well as in gross-grain silk and velvet packaging bearing candy colours. Symbolising rebirth, the octagonal form is likewise a nod to faceted crystal and the craftsmanship of Swarovski's master cutters.
Founded in 1895, the Austrian company is run by fifth-generation family members who continue Daniel Swarovski's legacy of creating "a diamond for everyone" through sparkling crystal jewellery.
Another logo, the swan, represents crystal's purity and elegance as well as the brand's strength and flexibility.
Open until May 1, the pop-up store houses a variety of jewellery, from dainty pieces featuring the brand's emblematic swan to pieces adorned with oversized crystals.
The pop-up store also is one of few select sites showcasing Swarovski Creators Lab products, which include special shoe collaborations with two of the world's leading fashion brands, Aquazzura and Golden Goose.
