For its first flagship store in Korea, opening in Seoul, Swarovski set out to dazzle the inhabitants of the Land of the Morning Calm. The store is located in the highly sought-after, lush Dosan Park district, occupying no less than 488 square meters on four floors. Each floor is marked by one of the brand’s colours (blue, yellow and pink), while the Swan, Swarovski’s famous logo, decorates the façade in a giant format.

Upon entering the store, visitors are to be greeted with the brand’s joyful collections from crystal jewellery, watches and home decor to eyewear and tableware, as well as its luxurious fine jewellery collections made with lab-grown Swarovski Created Diamonds. The new flagship also exhibits the Galaxy Collection, a new collection of fine jewellery made with Swarovski Created Diamonds, for the first time in Korea.

Designed by Giovanna Engelbert, Swarovski Dosan Park pays homage to the shimmering beauty of crystal and the brand’s 128-year history. On the lower ground floor at the Heritage Corner, visitors can view the brand’s rich and storied past in fashion and entertainment that features iconic pieces from the history of cinema such as the extravagant necklace worn by Marilyn Monroe in Gentlemen Prefer Blondes (1953) and the enchanted crystal slipper from Disney’s live-action film Cinderella (2015).

There’s a café called Café Swarovski on the top floor of the store that offers a menu of refreshments served on the brand’s exquisite crystal-embellished porcelain tableware made in collaboration with Rosenthal.

Additionally, to mark the store opening, Swarovski has invited renowned French designer Shourouk Raiem to create Ordinary Life, an exhibition of artworks that depict some of Korea’s most popular consumer goods like instant noodles and Soju bottles – all embellished with Swarovski crystals. The gallery space will continue to stage new contemporary art installations that showcase the limitless creative pieces of Swarovski crystal. 

Images by Swarovski.