Swarovski is continuing its 120th anniversary celebrations with an elaborate strategy for the 2015 holiday retail season.
The firm is partnering with Bergdorf Goodman, Harvey Nichols Dubai and Lane Crawford on in-store exhibitions, window treatments and specialty product shops-in-shop — all opening by the end of November.
At Harvey Nichols Dubai, Swarovski is mounting an in-store exhibition of historical designs and costumes that incorporate their crystalized elements. The exhibit opened Nov. 12, and the firm’s chairwoman Nadja Swarovski traveled to the Gulf state to mark the occasion and also partook in a book signing for the new Rizzoli title, “Swarovski: Celebrating a History of Collaborations in Fashion, Jewelry, Performance, and Design.” Swarovski has also worked with the store on its current window treatments.
For Lane Crawford’s IFC Mall location in Hong Kong, Swarovski has mounted another celebratory exhibition, including designs by labels such as Alexander McQueen, Giles and Iris van Herpen that is open from November 25 to December 17. Designer Rosie Assoulin will fly to Hong Kong for an opening day kick-off event and a meet-and-greet with top clients.
These initiatives are joined by Swarovski’s pinnacle partner, Bergdorf Goodman, with which the firm has collaborated on the store’s holiday window displays. Bergdorf’s 2015 windows have been designed with the theme “Brilliance” — a motif meant to mark the opening of the store’s new jewelry salons, which will be unveiled on December 12.
“We were thinking about what we could do to celebrate the spirit of gems and jewelry,” Bergdorf’s women’s fashion director Linda Fargo said of the concept. As a result, “millions” of Swarovski stones have been used to translate the sparkly theme.
Each window takes inspiration from its own element of “brilliance,” with dioramas named “Crown Jewels,” “Crystal Cavern,” “Crystal Ball,” “Treasure Chest,” and the season’s seminal window, “Birthday Party.”
The windows, which will be unveiled Monday evening, will include custom designs by Libertine, Naeem Khan and CD Greene — all incorporating Swarovski crystals.
“I think when people start immersing themselves in the world of Swarovski, it can become so lavish and enchanting,” Fargo added of the crystal’s festive sentiment. The retailer began its work on the windows in midsummer.
Bergdorf’s holiday link with Swarovski does not stop at its storefront. The retailer will build out a pop-up shop on its seventh floor, stocked with limited-edition holiday pieces by leading designers. Items by Tanya Taylor, Alice + Olivia, Edie Parker, and more will be available for sale — each one incorporating Swarovski embellishments.
Swarovski said her firm’s partnership with Bergdorf Goodman: “Collaborations are really important to us — we are so honored that we are doing windows with them. What better windows than Bergdorf Goodman?
“We are so appreciative of how they have extended product assortment. [At the pop-up shop] you will find traditional Swarovski products like the Nutcracker and the swan but also we have created beautiful limited-edition pieces.”
Bergdorf is not the only New York landmark that will light up with Swarovski crystals for the holidays. On Monday morning, the firm will again mount its 550-pound star atop the Rockefeller Center tree. The star — laden in 25,000 crystals with a combined one million facets — will be hoisted onto the tree with an official ceremony led by Swarovski spokeswoman Miranda Kerr.