The strategic reorientation was designed as an end-to-end experience to defend the company’s position as market leader, reach financial goals and also secure long-term growth at the Swarovski Kristallwelten, an entertainment arm of Swarovski. Meeting the market changes, the strategy made implementation more intuitive for the company and more seamless for the customers to engage with the world of Swarovski. 


Company Overview

Swarovski is a family-run, independent business, which was founded 1895. Swarovski has strived to remain true to the founder’s vision of a responsible company that acts at the forefront of design, creativity and technological innovation. Now run by the fifth generation of family members, the company has roots in Victorian-era disruptive technologies. 

Swarovski created Swarovski Kristallwelten (Swarovski Crystal Worlds) in 1995, a place where crystal becomes a complete experience. Since then, this world of fantasy has delivered moments of wonder to more than thirteen million visitors. It is a mix of art and culture, entertainment and shopping. There are various attractions for all ages, for fans of crystal and connoisseurs of art, all of which makes Swarovski Crystal Worlds unique in the entire world. Since the opening, this world of fantasy has delivered moments of wonder to more than 14 million visitors. 

Source: Swarovski




The strategic reorientation was designed to defend the company’s position as market leader, reach financial goals and also secure long-term growth at the Wattens headquarter.

The new brand campaign, “The three graces” – based on the mythological embodiments of radiance, joy and opulence, reflecting Swarovski’s strategic platform and we ensured with Swarovski’s internal graphic, product, retail, architecture, marketing and business departments that the new brand identity is implemented consistently.

The store in Wattens attracts over 600,000 visitors a year, the location attracted since it’s opening in 1995, 12 million+ visitors, which makes it the second most important tourist attraction in Austria. We created a shop concept with external partner (Conran + Partners), that also has then been translated for the locations in Innsbruck and Vienna. We succeed in maintaining a luxury shopping experience with daily visitor numbers hitting 5000+ at peak times.

We developed and launched the first coherent “Swarovski Kristallwelten” collection. This included analytics, setting up a new retail management system, product design, the first prototypes for open sell showcase furniture and complementary packaging. With a clear product focus, steering away from many colour variations, we have been able to meet the yearly growth target earlier than expected.

In order to extend the fascination of the crystalline dreamscape into the store area, we started to test regularly changing showcases by international designers. Those installations quickly became far more than a conceptual parallel and extension of the chambers of wonder. 

Alexandra is hard working, tenacious and very creative. Strongly recommend her.
— Dr. Gabriela Depisch-Holicky, Director of Business Development
Swarovski Crystal Worlds has developed into a unique hybrid format: it has international appeal, but at the same time native Tyroleans can identify with it strongly.
— Markus Langes-Swarovski
In a demonstration of the emotional quality of crystal, we created a landscape in which the visitors are taken on a fantasy journey.
References to fairy tales, story telling, history and adventures invite personal interpretation and dreams.
— Studio Tord Boontje