Swarovski Launches Wonderlab: A New Enchanting Retail Experience in Thailand


Bling bling alert! Swarovski has unveiled a new retail landscape at Siam Paragon.

Revamped, reimagined, and ready to welcome customers new and old, Swarovski has shifted up the luxury shopping experience again—this time prioritising exploration and self expression.

The walls are painted with a gradient flow of baby to royal blue, hues famously associated with the Swarovski’s signature tone. Touches of chrome and metallic pepper opulence around the store, while the lack of glass barriers welcomes shoppers to get up close and try on jewellery pieces. And it wouldn’t be 2022 if the store didn’t offer ring lights and mirrors for those well-lit selfies.

At Swarovski’s Wonderlab, customers are invited to privately consult shop assistants about which accessories will best fit their personal style. Another interactive station includes a sleek magnifying glass, inviting shoppers to inspect the quality and fine details of Swarovski crystals.

“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. 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,” says Giovanna Engelbert, Creative Director at Swarovski.

A woman of her own words, Englebert has personally taken the initiative to design wearable high class jewellery for the next generation (without alienating long term fans, of course). The reinvention of Swarovski brings about the ‘magnet’ innovation, which affords the jewellery more moving parts, giving customers the freedom to mix and match various colored pieces in stunning unisex designs.

In addition to their jewellery, Swarovski specialises in crafting crystal objects and home decor. In recent years, they have collaborated with pop culture franchises like Star Wars, Disney, and Asian-influenced characters in collections that include gimmicky and removal pieces as well.