Melbourne has long been considered Australia’s style capital, with the Parisian style streets home to some of the most lavish luxury labels in the world.
So, when a short trip to the Victorian capital was on offer, there was only one place that I knew was worth a visit— Swarovski’s new retail store.
Post-pandemic, the concept of shopping in real life is still a little foreign.
Many have shifted to the splendours of online shopping, and it’s not hard to see why. Log on, scroll down and a simple click later, your next ‘It’ item has arrived straight to your door.
But can this replace the euphoric rush of trying on a piece of clothing in store? Or the endorphins you feel as you unwrap the perfect tied bow of the boutique’s bag?
As Swarovski’s new store proves, it’s often the unfamiliar and unexpected that reap the best rewards.
You see, Swarovski and I go way back, with the jeweller’s signature swan motif a common thread throughout my early adulthood, a symbol on the watch my partner had gifted me for my birthday, or on a box hidden beneath a Christmas tree.
Watching the brand go from strength to strength only further sparked my interest in the legacy brand.
Then, when Bella Hadid starred in their recent brand campaign, it was (proverbially) all over for me.
Every month, I’d flick through marie claire’s issues for tips on how I’d style my Millenia pieces. Swarovski’s high octane and diaphanous crystals were like a calling to me. And now I had my chance to finally respond.
Situated on Collins Street, Swarovski’s new store greets you like an old friend.
Its entrance is lined with octagon plinths with the latest must-have styles, teasing the kaleidoscopic treasures and objects of affection that are found inside.
This retail wonderland, which the brand has dubbed their ‘Instant Wonder’, is the new gem in Melbourne’s shopping crown.
“Our New Retail Landscape is an incredible ode to creativity, and the result of Swarovski’s strong new vision, a realm where science and magic meet,” Swarovski’s Creative Director Giovanna Engelbert explains in a press release.
“Playful, aware, and always boldly chic, our aim is to reflect desires and dreams in the physical space of our stores, and to underline our new age of crystal living.”
With the store resembling (what we imagine) the very chic Swarovski atelier and design studio to be, making your next accessory purchase has never been more inviting (or easy).
Featuring powder blue carpets and accents throughout, the toughest decision made during our visit was whether to take home a pair of white gold Dextera studs, or yellow gold Lucent hoops.
With Swarovski’s gleaming future cemented, this store has no signs of going anywhere. All that’s waiting is you.
Swarovski’s new Melbourne boutique is located at 254 Collins Street, Melbourne, VIC.
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