Flight of the Swan

Swarovski reveals its new brand identity, where its iconic Swan is reimagined in the fantas-tic world of the maison’s Wonderlab, as it faces a brand new future, poised for take off.

Swarovski's reimagined brand icon - The Swan

It’s a brand new era for the czar of crystal – the Wattens, Austria-based maison founded in 1895. With a rich his-tory in innovation and crystal-cutting, Swarovski charges ahead with its next chapter – a bold vision embodied in a shining new logo, that celebrates crystal in all its forms. Regarded as fundamental in the worlds of design, sci-ence, fashion and entertainment and as an innovator, the new Swarovski debuts under the helm of Creative Direc-tor, Giovanna Engelbert, with a joyful universe that invites you to ‘ignite your dreams.’

The Swan Takes Off

A long-standing beacon of the brand’s own self-expression, the Swarovski Swan is reimagined through the filter of the Wonderlab, Giovanna Engelbert’s imaginary crystal world. In Giovanna’s own words, “The Wonderlab is where science and magic meet, where extra and elegance collide, it is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski.”

As part of this world, the Swarovski Swan turns to face the brand’s new direction head on, poised to take flight. Evolving from its most recent iteration, it takes on a streamlined form – with an elongated neck and positioning crafted to reinforce the brand’s ever-forward momentum. Symbolically, the Swan represents the beauty of nature and eternal love, a sentiment mirrored by Swarovski’s love of crystal. In adapting while staying true to its iconic emblem, Swarovski reinforces its pride for heritage as well as its vision for the future.

The finishing touch of Swarovski’s new brand icon comes in the form of a candylike octagon wrapping. Repre-senting rebirth, the octagon is an immediate nod to a faceted crystal, evoking the unrivalled craftsmanship of Swarovski’s master cutters.

“Swarovski is a company rooted in innovation and reinvention.,” says Robert Buchbauer, CEO, Swarovski. “For 126 years, we have stayed true to our DNA as a brand while rising to meet the needs of an evolving world. We look forward to unveiling this new chapter in our history; one that will mark us as a true crystal lifestyle for the future.”

A Feast for the Senses

The Swarovski Wonderlab comes alive with the unveiling of 28 Instant Wonder stores in key global markets. Beginning with Milan’s Galleria that opened on 23 February 2021 in partnership with Villa Eugenie, a further 27 store openings will follow across North America, Europe and APAC – including new locations in Paris and New York.

Designed to reflect the brand’s upcoming campaign and new visual identity, guests will be welcomed into a sen-sorial retail space enhanced by vibrant colours and textures, metallic sculptures, and innovative materials that work together to encourage exploration and self-expression. Swarovski’s Instant Wonder stores realize joyful wonder, a candy-like dreamscape filled with the full spectrum of crystal lifestyle pieces – loose components, jewellery, watches, figurines, and accessories – and furnished with a captivating backdrop of Swarovski’s octag-onal logo silhouette, created from the new packaging.

Alongside openings in select cities, Swarovski’s Instant Wonder store unveilings will be supported by both live and digital activations, including virtual tours, sneak previews of collection pieces and lifestyle content to further immerse and engage customers. Designed in partnership with Paris-based Villa Eugenie, these stores will create an emotive stirring of magic for customers. Local amplifications in all markets will further enhance the experi-ence worldwide.


Priya Kumari Rana

Lifestyle Insider is a kind of junction point, connecting people with diverse interests that touch on the more luxurious aspects of lifestyle – fashion, design, travel, food and spirits, art, watches and jewellery, cars, yachts, and aviation, and technology. People today don’t fit into boxes and categories. In our individual ways, we are interested in diverse themes, products, and the challenges that face our world today. You will judge how well this effort of mine caters to your passions and proclivities.

Lifestyle Insider is a showcase of all that is beautiful and luxe. Behind every creation, is a designer, chef, entrepreneur, or a design maison. I have delved into my own appreciation for objetsde luxe that I have admired over the years – be it a love of fashion from the world’s top Parisian and Italian fashion maisons and their ’90s muses, or the care that goes into sari and Indian textile collections in my own family. Growing up on four continents, as the daughter of a former Indian Ambassador, I’ve seen a remarkable array of historic places and met a myriad people. My aim is to bring my world view into this website, a curation of what I find particularly stunning, unique, and newsworthy.

It’s an exciting time for brands all over the world. With change comes opportunity. With the global ‘reset’ and uncertainty on many fronts, there is a chance to write a new script. Let’s be those pioneers.

A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.

Priya Kumari Rana

Founder and Editor

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