Fashion jewellery brand Swarovski has partnered with IMG and the Natural History Museum to make the popular tourist attraction’s ice rink sparkle more than ever before.

In a partnership delivered by CURB Media, Swarovski will deck the famous 40ft Christmas tree, situated in the middle of the ice rink, with thousands of its world-renowned and highly sought-after sparkling Christmas crystal ornaments and signature blue boxes. This is the first time ever Swarovski has decorated a tree in the UK.

Combined with the 80,000 twinkling fairy lights decorating trees lining the ice rink, the Swarovski Christmas tree will cast an unparalleled sparkle on the ice.


Swarovski’s managing director, Hayley Quinn, says: “We are so excited to partner with the Natural History Museum Ice Rink – it is wonderful to work with this iconic institution, and have the opportunity to add our signature Swarovski sparkle to such an enchanting Christmas tradition. We are looking forward to welcoming guests, and showcasing our exquisite jewellery, watches and homeware in such a magical setting.”

Natural History Museum head of corporate events and catering, Simon Kershaw, adds:  “Following last year’s record-breaking season, we are thrilled to be partnering with Swarovski and look forward to working with them on what promises to be the most glittering Ice Rink in London.”

An exclusive press and VIP launch party will take place on October 28 for guests to experience the sparkling Swarovski Ice Rink before it opens to the public the following day.

As the perfect destination for gifts, Swarovski will also host a pop-up shop retailing its Christmas collection, including ornaments and jewellery, where guests can purchase a piece of Swarovski to add some sparkle to their holiday season. And to truly capture the spirit and happiness of Christmas, guests will be photographed taking a turn on the ice and given the opportunity to take their prints home with them, as a lasting memento of their Swarovski experience.