Swarovski New Concept


Patricia Urquiola unveils in the centre of Milan the new bold concept for Austrian brand Swarovski.

Light IQ were invited to collaborate with Urquiola’s team to develop the lighting strategy for the new store concept. After 6 months in the making, the first store opened its doors last September.

The brief was very clear and simple: enhance the customer experience with lighting, whilst providing the best illumination to the vast range of products showcased in the stores.

A new ‘sparkle’ bar in the middle of the store serves as the focal point for both product display and customer experience, where an interactive mirror offers real-time previews of the products selected and tried on. A custom chandelier, featuring Swarovski crystals, crowns the bar and adds an element of sparkle to the interior.

The lighting equipment palette was minimal: reduced architectural details enhanced the beautiful interior by Urquiola, whilst specialist task lighting is incorporated in all display units to adequately illuminate all the products, without exception.

A technical track dominates the ceiling views and contributes to the ‘studio’ feel of the store, which was specifically requested by the brand.

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