Swarovski is introducing a slew of changes to the brand image, all under the guidance of creative director Giovanna Engelbert.

The first change is an update to the classic Swarovksi swan logo, with the animal now symbolically forward-facing and about to take flight.

Secondly, the company will be bringing to life its ‘Wonderlab’ concept with the opening of 28 Instant Wonder stores around the world.

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Explaining her Wonderlab concept, Engelbert said: “The Wonderlab is where science and magic meet, where extra and elegance collide, it is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski.”

The first Instant Wonder store opened in Milan yesterday, with a further 27 store openings following across North America, Europe and APAC—including new locations in Paris and New York.

Alongside openings in select cities, Swarovski’s Instant Wonder store unveilings will be supported by both live and digital activations, including virtual tours, sneak previews of collection pieces and lifestyle content to further immerse and engage customers.

The company said more details will follow on the opening of Instant Wonder stores in the UK.

Robert Buchbauer, CEO, commented: “Swarovski is a company rooted in innovation and reinvention.

“For 126 years, we have stayed true to our DNA as a brand while rising to meet the needs of an evolving world. We look forward to unveiling this new chapter in our history; one that will mark us as a true crystal lifestyle for the future.”