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.
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.”
“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.
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.