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Crystal cheer
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Swarovski pulled out all stops to launch its first-ever flagship store in Tokyo
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It was sushi, cheese, champagne and chocolates at Swarovski’s glittering fashion show organised at Seitoku Kinen Kaigakan — the Meiji Memorial Picture Gallery at Tokyo, (formerly Emperor Meiji’s funeral site). It was expensive spark
le everywhere from crystal tableware to fashion accessories of models as they walked the ramp, showing off the company’s exclusive, haute couture collection. It was a sparkling event, quite literally, as thousands of steel prisms making up the façade of the store, glinted, shone, reflected and bedazzled onlookers as they witnessed the launch of Swarovski Ginza, the first flagship store of Swarovski.The store in Tokyo’s fashion hub, Ginza, opened ceremoniously with members of the Swarovski family, the who’s who of Tokyo, fashion celebrities, the media and champagne in attendance. The inside was spectacular with crystal-embedded floors, ethereal crystal chandeliers, and the store’s two levels connected by a crystal staircase!
A range of jewellery exclusively created for the Ginza store were on display as was the Daniel Swarovski collection offering couture jewellery, handbags and custom-made crystal apparel. Over three tonnes of crystal has been used to create the ‘crystal palace’. The launch coincided with the introduction of the company’s new signature, the “Swanflower” which is an evolution of Swarovski’s instantly recognisable emblem, the elegant and graceful swan.
PANKAJA SRINIVASAN
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