Swarovski Opens Renovated Crystal Studio Concept at CF Toronto Eaton Centre (Photos)

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Austrian jewellery retailer Swarovski has re-opened its CF Toronto Eaton Centre location after a significant refurbishment.

The concept, which made its Canadian debut in 2020 at CF Sherway Gardens, aims to combine brick-and-mortar retail and virtual components for a modernized and interactive shopping experience.

CF Toronto Eaton Centre location closed the first week of May 2021 to allow for the full renovation to take place. The store made its debut last week, with new features that provide a highly-engaging customer experience.

The centrepiece of the design is the Crystal Bar, where guests can spend time discovering the products with variable lighting settings on the mirrors.

Swarovski at CF Toronto Eaton Centre
Swarovski “Crystal Bar” at CF Toronto Eaton Centre – Photo by Dustin Fuhs

When designing a retail concept, the brand takes into account the changing demographics and atmosphere.

“When developing the concept, we really tried to learn from our consumers and address their needs,” Robert Buchbauer, Chairman of the Executive Board and CEO Consumer Goods Business shared previously.

“From augmented reality screens catering to shoppers who want to quickly select products, to the Sparkle Bar where people can enjoy trying on products for as long as they like, we believe we have created a memorable in-store experience for everyone.”

Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs

“The new Swarovski retail concept truly puts consumers at the center: inviting them to experiment and style their sparkle with our products, giving them the opportunity to mix and match, like in a creative studio, but in an environment designed to integrate physical and digital dimensions,” added Michele Molon, EVP Omnichannel and Commercial Operations. “We are breaking the traditional distance between staff and customers, facilitating an interactive and continuous dialogue with them.”

Swarovski has showcased this concept worldwide, with stores in Milan, Shanghai, Paris, Beijing and California seeing the transformation.

The series of openings will represent the fourth generation of Swarovski stores and the latest iteration of the brand’s retail approach over the past 125 years.

Swarovski at CF Toronto Eaton Centre
Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs

The Swarovski Crystal Business is run by the fifth generation of family members and has a global reach with approximately 3,000 stores in around 170 countries, more than 29,000 employees, and revenue of about 2.7 billion euros in 2018.

Swarovski has retained Aurora Realty Consultants to coordinate real estate deals, under the direction of Manon Parisien

Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs
Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs
Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs
Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs
Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs
Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs
Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs
Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs
Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs
Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs
Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs
Swarovski at CF Toronto Eaton Centre
Swarovski at CF Toronto Eaton Centre – Photo by Dustin Fuhs

Article Author

Dustin Fuhs
Dustin Fuhs
Dustin Fuhs is the Editor-in-Chief of Retail Insider, Canada's most read retail trade publication. He has over 20 years experience in the retail, marketing, entertainment and hospitality industries. He has worked with Retail Insider since October 2020 in a number of roles, including associate publisher of the Retail Insider magazine. Dustin was named as Editor-in-Chief of Retail Insider in 2022. Dustin was named as a RETHINK Retail Top Retail Expert in 2024.

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