SWAROVSKI Seoul Dosan Park Flagship Store

To end the year on a good note, inspired by Grant Dudson's and Kristoff D’oria di Cirie’s LinkedIn posts, last week I decided to go and experience the recently opened SWAROVSKI Dosan Park Flagship in Seoul. It did not disappoint—both visually and in terms of excellent service. Now, this is what storytelling is all about.

• The color-blocking design is truly stunning in person and helps to fully immerse oneself in the space.

• The new retail tech was present but served a clear purpose, not overwhelming but complementing the arrangements—mirrors with three lighting options (natural sunlight, indoors, candlelight), and Client Advisors carrying tablets in convenient, discreet, but still branded and elegant cross-bags.

• The Client Advisor who showed me around had only been with Swarovski for a month (I asked) but had memorized an immense amount of interesting facts (brand history, collaborations, collections, membership) and shared them with me in a very natural manner.

• I was absorbing everything around me with care but didn't express a wish to purchase anything and still experienced top-class service.

• There were some pieces exclusive to the location—beautifully presented. An art installation by the jewelry designer Shourouk Rhaiem with localized elements and the Swarovski x Rosenthal Arcturus Group porcelain and tableware were both on display and available to experience in the coffee shop on the top floor.

All in all, it was a beautiful retail experience in all aspects. The rebranding and LUXignite strategy are clearly well-thought-out and, perhaps even more importantly, well-executed.