Karlie Kloss in Swarovski's fall 2016 ad campaign.

NEW YORK — The former Sony Tower is getting a glimmer of new life since being sold to new owners yet in May.

For the first time since March, the street level windows of the iconic postmodern skyscraper at 550 Madison Avenue, designed by Philip Johnson, have something new to display. Fashion students at The New School’s Parsons School of Design have been tapped to create holiday window installations for the building, in collaboration with Swarovski. On view Nov. 1 throughout the holiday season until Jan. 4, the dazzling holiday windows will encompass six street-level windows between 55th and 56th Streets on Madison Avenue.

Before the building changed hands earlier this spring, Oetker Collection — owner of Le Bristol in Paris — planned to open a luxury hotel and apartments in the building. Those plans have been in limbo since the building was sold by New York real estate development firm Chetrit Group to the Saudi Arabia-based investment firm Olayan Group earlier this spring.

More from WWD.com:

Swarovski’s Fall Campaign Features Individuals of Art, Design and Style >>

Kering Enhances Sustainability Partnership With Parsons >>

Miss Piggy Stars in Kate Spade Holiday Ad Campaign and Collection >>

Swarovski Links With Indian Designers for Jewelry Collection >>