Swarovski reopens Covent Garden as Crystal Forest

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London shop has been given extensive refit by Tokujin Yoshioka.

Swarovski will reopen its Covent Garden boutique this weekend after an extensive refit that has transformed it into one of the crystal brand’s Crystal Forest concept stores.

The store concept has been created by award-winning retail architect Tokujin Yoshioka to create a multi-sensory, multichannel experience that plays on the reflection of light created by multiple Swarovski crystals. There will also be multimedia screens throughout the shop playing a mixture of decorative images and informative content.

Floating displays – crystal-encrusted product units that move throughout the shop – will complement LED-lit showcases, crystal-decorated windows and a major modern art installation that hangs from the ceiling.

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Swarovski already has a Crystal Forest concept store elsewhere in the city on Oxford Street, which opened in September 2010, and the brand said that it is hoping to introduce more of these store to the UK.

The brand currently has 61 shops, 32 department store concessions and 17 independent retail stockists in the UK.

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