Interactive live art will offer preview of brand’s AW12 collection.
Swarovski is set to host a live window art event in London, featuring illustrative artists Good Wives and Warriors, to offer a preview of its AW12 collection Kingdom of Jewels.
The showcase, called Iconic London, will take place in its Regent Street flagship, while other London locations will house window displays featuring artwork by Good Wives and Warriors.
Iconic London will encourage customers to interact with the brand through social media channels, by communicating how London inspires them, their submission could be incorporated into the ever developing creative.
The brand is encouraging people to use the Twitter hashtag #IconicLondon to suggest what inspires them about the city.
The imaginative installations will be painted live on-site by Good Wives and Warriors and take up to two days to complete with content generation from Facebook and Twitter users.
The project will be launched in the windows of Swarovski’s Regent Street store on July 16 and will remain in place for a fortnight before the process is repeated on the July 31.
The store will be “magically transformed, from a crystal forest, into a surreal and kaleidoscopic world full of colourful, dreamlike illustrations inspired by London”.
Swarovski stores London wide will feature a unique creative designed by the illustrative duo as well as exclusively preview the new season’s collection.
Good Wives and Warriors duo, Becky Bolton and Louise Chappell, have been working collaboratively since 2007.
They divide their time between designing large-scale installations for fine art settings and undertaking design commissions for companies in the UK and abroad, including Absolute Vodka, Adidas and Comme des Garcons.
They have exhibited at shows around the world, including Berlin, Paris, Melbourne, Buenos Aires, San Francisco and Sao Paulo, and have been featured in a number of publications and books.