New Swarovski store adds shimmer to Times Square

Jewelry Fashion Reports

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New Swarovski store adds shimmer to Times Square

May 14, 2010

New York--With the opening of a new boutique today in New York City's Times Square, Austria-based crystal brand Swarovski is helping to bring even more light to the Big Apple's most famous district.

Located at 1540 Broadway, the new store is the first in New York City to feature a new retail design concept, the "Crystal Forest," which debuted stateside in Chicago last fall. Earlier this year, the brand announced that it would introduce the concept to a new Times Square store in May, followed by a second store opening at Penn Plaza in June.

Inside the boutique, light is enhanced through various materials, including white lacquer and mirror stainless steel finishes, textured walls with reflective white prisms that create the illusion of an organic crystal forest, and two eight-foot-high crystal panels, each made up of 17 crystal strands.

The brand's fashion jewelry and crystal accessories are showcased in floating window boxes, and in a combination of horizontal and vertical showcases featuring LED lighting from various directions.

Outside, to catch the attention of passersby in busy Times Square, the store exterior features a large LED billboard.

"Swarovski's Crystal Forest retail design concept creates an environment that accentuates the beauty and fine craftsmanship of our product offering," Kevin Coen, executive vice president of Swarovski North America Ltd.'s Consumer Goods Business, said in a media release. "Swarovski's new boutique in Times Square will further strengthen Swarovski's positioning as a luxury fashion brand by creating a consumer experience that embodies Swarovski's brand values of innovation and modernity."

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