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The interior is more muted.

Swarovski Wien is an alluring testament to the diverse nature of the Swarovski brand.

Perched nonchalantly on Vienna’s Kaertner Strasse 24, Swarovski Wien is a dazzling celebration of the Swarovski brand.
Trademark figurines brush shoulders with elaborate chandeliers by world-class designers.

Jewellery of all colours, shapes and sizes mingle with mind-boggling works of art by Belgian artist, Arne Quinze. A collection of multi-coloured crystal panthers skulk in a hidden alcove. And a shimmering installation by Japanese designer, Tokujin Yoshioka, towers overhead.

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More than a store
When he meets with journalists to mark the official launch of Swarovski Wien, Markus Langes-Swarovski, great grandson of the company’s founder, and a member of the executive board, is reluctant to refer to it as a store.

“It is a store – but not really a store. Yes, you can interact with products financially; but we have really tried to show Swarovski’s various facets. People normally associate Swarovski with jewellery and figurines and, in some cases, architecture as well, in a more business-to-business context.

“Here, we have tried to link Swarovski with the world of art and architecture, which is why we have, for the first time, introduced our architectural element for the exterior, the Honeycomb façade, which you can use as a more formal architectural element, rather than just a decorative element.”

Swarovski is keen to highlight that it is more than just a ‘company of technical invention’ – and the new ‘store’ is a physical manifestation of that mindset.

This is a space where people can learn about the brand, interact with its various product lines, and appreciate its diversity.

“We have one over-arching goal and that is to create amazement and inspiration in people. We are trying to show that we are more than just great jewellers or great producers of crystal. For us, it’s very important to emphasise the poetry and the amazement. Any kind of touch point with Swarovski should be enchanting and, therefore, inspiring,” said Langes-Swarovski.

The company asked Innsbruck-based architects Hanno Schloegl and Daniel Suess to transform the ground, mezzanine and basement floors of a 19th century industrial building into an awe-inspiring, crystalline playground.

The building, which is set on one of Vienna’s busiest thoroughfares, is also home to a hotel.