Swarovski Opens Instant Wonder Soho

Swarovski’s 4th Concept Store Now Open in Soho

Soho is the site of Swarovski’s latest concept store, “Instant Wonder,” designed to reflect the brand’s new direction and visual identity. The New York location marks the next chapter for Swarovski, as Soho is the forth of 28 Wonder stores that will open in key markets worldwide.

Instant Wonder stores welcome shoppers into a sensorial retail space enhanced by vibrant colors and textures, metallic sculptures and innovative materials that work together to encourage exploration and self-expression. The concept behind the stores, Wonderlab, is the inspired vision of Swarovski Creative Director, Giovanna Engelbert.

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.

— Giovanna Engelbert, Swarovski Creative Director

The Soho store is an ode to Alice Wonderland and Willy Wonka all wrapped into one. Adorned in pink and green hues, inspired by the prismatic light of crystal, the store emulates the Instant Wonder concept of a candy-like dreamscape. Plush walls are lined from floor to ceiling in a repeat of Swarovski’s signature octagonal boxes. 3-D printed personalities replace traditional jewelry display stands, experimenting with form and scale in an ode to Alice herself. 

Swarovski is a company rooted in innovation and reinvention. 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. 

— Robert, Buchbauer, CEO of Swarovski

The first concept store opened in Milan Galleria in February, followed by the Paris debut in March along the Champs Elysée. Supported by both live and digital activations, including virtual tours, sneak previews of collection pieces and lifestyle content to further immerse and engage–an additional 25 store openings are expected to open follow across North America, Europe and APAC.