Crystal Cheer

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Sparkling A fashion show at the opening of Swarovski Ginza shop in central Tokyo
Sparkling A fashion show at the opening of Swarovski Ginza shop in central Tokyo

It was a glittering extravaganza as Swarovski pulled out all stops to launch its first store in Tokyo

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 sparkle everywhere from crystal table ware to fashion accessories of the models as they walked the ramp showing off the company’s exclusive, haute couture collection. A nice touch was an exhibition tracing the history and evolution of Swarovski craftsmanship from the 19th century.

A fashion icon

Styles favoured by fashion icons then and now were displayed along with personal notes of appreciation and gratitude to the various Swarovski family members from Hollywood stars who had sported the crystals on the red carpet and elsewhere. They included thank you notes from the likes of Madonna, Courtney Cox and Meryl Streep.

The launch of Swarovski’s flagship store earlier in the evening was pretty ‘red carpet’ too. 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 inside was spectacular with crystal embedded floors, ethereal crystal chandeliers, and the store’s two levels connected by a crystal staircase!

The architecture

Tokujin Yoshioka (winner of the Designer of the year Award), the architect of the store, worked around the theme of a ‘crystal forest’ and had installed a crystal waterfall and ice-branches, all lit up with state-of-the-art lighting and LED displays.

A range of jewellery exclusively created for the Ginza store were on display as were the Daniel Swarovski collection offering couture jewellery, handbags and custom made crystal apparel. Stylish sofas, luxuriously upholstered, added the special touch for Swarovski shoppers. Exquisitely crafted crystal collectibles were displayed too in the free standing and wall mounted showcases. Over three tonnes of crystal was 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. It was created by Nathalie Colin Roblique, the company’s creative director.

The new motif is made up of four swans of different sizes, which together looks like a flower. Hence Swanflower.

Explaining the motif, Roblique says, “The design will act as a common thread linking all our collections and the two keys values of Swarovski: poetry and precision.”

The Swanflower will figure in the new collection of Swarovski accessories.





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