Swarovski’s ‘Masters of Light Exhibition - From Vienna to Milan’
While I’m back in Seoul, I’m still digesting the past week. Part two of my ‘when in Milan’ exploration took me to Swarovski’s ‘Masters of Light - From Vienna to Milan’ exhibition. Swarovski has been underoing a transition the past year – and I was able to witness one of its most impressive examples.
Entrance to the Time Chamber, the firat part of the exhibition showcasing the incredibly recognizable Swarovski color-blocking design
As stated in a Jing Daily article, Swarovski CEO, Alexis Nasard talked about the company’s new LUXignite strategy, explaining that it “is product-led, customer-inspired, and culturally-relevant, because in the end, without an exciting, inspiring and balanced product collection, nothing matters.” While culturally-relevant, in the context of the article, can be understood as localized, I think it’s a great summary of what the brand was able to achieve on a global level too. Here are some takeaways:
INCREASING BRAND AWARENESS – the exhibition starts off with the Time Chamber, an introduction to the brand’s history – the innovative crystal-cutting technology behind it and its most iconic pop culture & Hollywood moments like Swarovski jewels being worn by Marylin Monroe throuhgout her role in ‘Gentlemen Prefer Blondes’
Cinderella’s Glass Slipper For Disney
Image by Helmut Newton
Swarovski Atelier creation
HIGHLIGHTING SWAROVSKI’S CLOSE RELATIONSHIP WITH LUXURY – While not a luxury brand itself, Swarovski is a big par of its history and it wouldn’t have been possible for luxury to live out some of its biggest dreams without the Swarovski crystals – the Future History Chamber rooms filled with Chanel, Prada, Dior, Loewe, Louis Vuitton, Saint Laurent, Marc Jacobs, Fendi, Schiaparelli, Balmain, and Mugler outfits – and any other possible maison you can think of – are a clear testimony to that
SWAROVSKI’S ENTRY INTO THE WORLD OF DIAMONDS – Swarovski has been repositioning itself to enter the world of luxury not only as a companion but a player – and the lab-grown diamond ‘Galaxy’ collection for Swarovski Created Diamonds showcased in the Masters of Light Chamber is a breathtaking example of the brands artistry
The ‘Galaxy’ collection
BRAND IMMERSION AFTER IMMERSION – the two floors of the exhibition weren’t enough, there was also an independent construction in the courtyard – a room full of mirrors which amplified the color-themed displays
REMEMBERING THE MOST RECENT ICONIC MOMENTS – we had a lesson in history and so there’s time for the newest – as new as the jewelry-couture looks from this year’s Met Gala by Swarovski Global Creative Director Giovanna Engelbert (and the design sketches and crystals that went into the creation presented in the Mathemagical Chamber), but also the Pop Icon Chamber showcasing one of Beyonce’s recent tour outfits, Harry Style’s Swarovski-encrusted jumpsuit by Egonlab, Doja Cat’s full body look with 30,000 crystals, the Skims collab, and many many more
SWAROVSKI LIFESTYLE EXPERIENCE – at the end of the exhibition there was also a wonderful garden party set up for those having a moment to relax, replicating the aforementioned color blocking through garden furniture, and there was of course a pop-up store to shop where visitors could purchase something from the exclusive Una Angelic Milan capsule collection created just for the occasion
Kudos to the brand for orchestrating such a fabulous, truly immersive event and for making sure it reaches audiences beyond its original destination in Shanghai.
Wall of cyrstals in the Mathemagical Chamber
