Swarovski Wien by lifemate

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									Swarovski Wien

Swarovski offers Vienna shimmering moments of wonder                  2

The crystalline delights of Swarovski Wien in detail                  7

A masterful blend of architecture, design and crystal                11

Arne Quinze – Unique multimedia installations for Swarovski Wien     15

André Heller – Artistic adviser at Swarovski Wien                    18

d. swarovski tourism services gmbh                                   19

D. Swarovski & Co.                                                   20

General Information                                                  21

December 09
Swarovski offers Vienna shimmering moments of wonder

Swarovski Wien, in the heart of the Austrian capital on Kaerntner Strasse 24,
now invites visitors into a sparkling, creative world of amazement and
shopping. From 2 December, the innovative and inspirational Swarovski brand
centre captivates visitors, offering them works of art created by internationally
renowned artists alongside magically scintillating product presentations over
three storeys. An illuminated, ever-changing exterior façade highlights the
beauty of the crystal pieces inside, while glazed clear cubes extend into the
street space, forming stages for installations by Belgian artist Arne Quinze
and the wide range of Swarovski products.

Swarovski Wien offers a new, unique shopping atmosphere, with the modernised
interior of a historic 19th century building hosting an inspiring interplay of design,
everyday culture and crystalline wonder, blend together into a generously sized
shopping landscape. “We chose Vienna for a reason,” explains Markus
Langes-Swarovski, member of the Swarovski Executive Board, “as it is a city
that has served as a melting point between east and west for centuries and is a
cultural platform – both in a historical, classical sense, and as a modern, trend-
focused urban centre.” The company set out to develop a new format adapted to
the capital, which would secure its permanent position in the city. Andreas Braun,
CEO of d. swarovski tourism services gmbh, continues: “Vienna as a location
reflects our traditional identity as an Austrian/European brand, which in turn, will now
also become a fascinating part of Vienna’s identity in all its dazzling variety.”

A multifaceted voyage of discovery across three levels
The new corporate and brand platform of Swarovski is a 15 million euro investment,
and thus one of the most important projects of Swarovski in 2009. Located between
Kaerntner Strasse, Marco-d’Aviano-Gasse and Neuer Markt, the new inspirational
centre of Swarovski unfolds its magic across three levels. Alongside André Heller,
the company’s long-term artistic adviser, Swarovski Wien was shaped by an
international network of visionary individuals, symbolizing the rich tapestry of
partnerships that Swarovski enjoys around the world. A unique voyage of discovery
awaits visitors in Swarovski Wien, who are able to experience crystal in each of
its facets. The spectacular “Honeycomb” exterior wall draws attention to the store
from a distance, with the innovative façade – developed by Swarovski – making its
debut in the Austrian capital, and shimmering beautifully through the use of
thousands of crystals and LED lights. The façade is characterised by changing
lighting moods, which vary from glowing molten lava to glittering, cool ice. Straddling
the boundary between the interior and exterior, clear cubes offer the ideal stage for
multimedia installations such as “Japanese Stilthouses”, by Belgian artist Arne
Quinze. He also created the sparkling “Bidonville Wall” for the entrance area, where
urban constructions are reinterpreted in artistic fashion. A glistening, reflective wall
entitled the “Lake of Shimmer” creates an optical link between the three floors. The
creative concept was designed by the Japanese designer Tokujin Yoshioka.

Architecture that divides and connects “old” and “new”
Adapting their work to the historical context, Tyrolean architects Hanno Schloegl and
Daniel Suess have created a unique location that effortlessly opens a dialogue
between the “old” and the “new”. The objective behind the building was to offer a
modern, complementary counterpoint to the historical setting, and the two architects
employed a crystalline design vocabulary that plays in particular with the cube
element. Artistically created by Arne Quinze, the cubes can be seen into from both
sides, and act as independent, unique elements as well as visual keystones
between the sales and exhibition areas in the building’s interior. Furniture and
fittings positioned freely within the space further emphasise the exceptional nature
of the individual Swarovski product lines, while an elegant white escalator highlights
the way in which crystal reflects and shapes light, and invites visitors to take in all
three floors of sparkling experiences. When entering the lowest level of Swarovski
Wien, the view opens upwards with a dramatic sense of space, accompanied by the
feeling of becoming one with the glittering exterior façade.

Swarovski Wien reveals sparkling secrets
Swarovski Wien offers visitors countless crystalline enchantments that are as
spectacular as they are unique. The world’s first “Honeycomb” façade features
thousands of randomly positioned LED lights and crystals, and provides a magical
interplay of light, design and crystal, day and night.

The irregularly distributed cubes extend into the street through the façade, and
serve as illuminated stages for the sparkling, multimedia installations by Belgian
artist Arne Quinze. With his four “Japanese Stilthouses” and the “Bidonville
Wall” in the entrance area, the artist draws attention to the incredible speed of
urban development, and expresses his wish for open communications in a
profoundly humane environment.

The “Lake of Shimmer” installation was developed by Japanese designer Tokujin
Yoshioka, and features thousands of mobile octagonal aluminium parts. Together,
the 16,000 independent small mirrors form a silvery, shimmering area of 88 square
metres. Their permanent state of reflection resembles the surface of a lake and
symbolises the shaping of light that characterises crystal.

Visible from the exterior of the store, the prominently positioned “Cascade”
chandelier is an enchanting attraction. The opulent, three-metre high piece
resembles a waterfall flowing down from the ceiling above, and celebrates crystal
and light at their most beautiful. The spectacular chandelier was created by Vincent
van Duysen especially for the “Crystal Palace Collection”, and is undoubtedly one of
the design highlights of Swarovski Wien.

Constant renewal, change and innovation are the maxims at Swarovski.
Various “Eclectic Panthers” serve as an indicator of crystal’s immensely variable
properties, with the idea of the project to reinterpret a classical, crystalline piece in a
variety of ways. As such, 45 of these panther figures can be found in the heart of
Vienna, with various colours, effects and materials, all based on precisely cut

Sparkling shopping experiences in one of the largest Swarovski stores
As one of the largest Swarovski stores worldwide, Swarovski Wien offers the
company’s complete product range over three storeys. There is exclusive couture
jewellery from Atelier Swarovski, as well as a host of fashionable accessories.
Crystal objects such as the famous “Silver Crystal” figurines will delight keen
collectors as much as stylish “Jewellery Collection” and “Crystal Moments” pieces.
Home Décor products such as vases and bowls are available to bring crystal sparkle
to living spaces, alongside precision optic devices from Swarovski Optik. Dramatic
chandeliers are on show from the Swarovski Crystal Palace Collection, designed by
amongst others of Ron Arad, Georg Baldele, Tord Boontje, Tom Dixon and Jaime
Hayon, offering a unique interplay between light and crystal. Alongside London, New
York, Shanghai and the Swarovski Crystal Worlds in Wattens, Vienna is now also
home to an In-Store Boutique of Swarovski CRYSTALLIZED™, where visitors are
invited to express their creativity through an incredible variety of loose crystal
elements. As the company is renowned for its successful partnerships with

respected partners from around the world, Swarovski Wien showcases highlights
from partner brands made with CRYSTALLIZED™ – Swarovski Elements.
In the stylish atmosphere of the Moët & Chandon Bar on the first floor, visitors can
toast their journey of crystal discovery with a glass of champagne, while from
spring 2010, Swarovski will tempt its guests with outdoor culinary delights, in the
Open Air Space on Neuer Markt. An international team welcomes visitors at
Swarovski Wien, offering advice and expertise as required. In 25 different
languages, including Arabic, Aramaic, Chinese, Greek, Tamil, Czech, Turkish and
Vietnamese, all crystal-related questions can be answered.

Press contact

Maria Ligges
Head of PR/Communications, d. swarovski tourism services gmbh
6112 Wattens, Austria
T +43 (0)5224 500-3836
F +43 (0)5224 501-3836

Anna Najder
PR/Communications Swarovski Wien, d. swarovski tourism services gmbh
Kaerntner Strasse 24
1010 Wien, Austria
T +43 (0)1 324 0000-7803
F +43 (0)1 324 0000-7840

Current images for download and more information are available from 2 December, 9 a.m.

The crystalline delights of Swarovski Wien in detail

The “Honeycomb” façade – Lighting delight, day and night
The exterior façade of Swarovski Wien is a genuine world first – thousands of
crystals and LED lights lend it a unique sense of magic. The use of Swarovski
Architectural Elements creates a fascinating interplay between architecture and
crystal, with the changing surface representing a kaleidoscope of moods. After
night has fallen in, the honeycomb structured façade glistens in varying tones,
effortlessly creating the illusion of glowing lava and shimmering ice. This
technologically innovative façade concept is based on controllable, LED-fitted
crystal light modules, and was developed by Swarovski and in this form for the
first time employed in Vienna.

“Japanese Stilthouses” – Houses of the future, cubes by Arne Quinze
Forming a keystone between the interior and exterior, the irregularly distributed
cubes, which reach through the façade out into the street space, offer spectacular
views out and in. They form an illuminated stage for the sparkling multimedia
installations by artist Arne Quinze, which reflect and question contemporary urban

Operating in the area of tension between architecture, art and design, the Belgian
artist designed four “Japanese Stilthouses” for Swarovski Wien, offering an
architectural investigation of human existence. The seemingly deconstructive,
crystal-studded pile dwellings, in which architectural elements from international
cities are integrated, convey a cross-cultural message, and positioned somewhere
between squatter settlement and high-tech building design, manifest a wish for
open dialogue in a humane world.

“Bidonville Wall” – Impressions of a city, entrance wall by Arne Quinze
As soon as visitors enter the building, they are welcomed by a fascinating
installation, Quinze’s “Bidonville Wall”, designed particularly for Swarovski Wien.
The artwork reflects the rapid speed of urban development, which culminates in a
soulless, dehumanised environment. The result of this architectural movement is a
sense of loneliness and a lack of exchange, which Arne Quinze puts up for
discussion via the piece.

Quinze himself is considered something of a visionary, crossing the boundaries
between art, architecture and design, and his monumental sculptures and elegant
furniture have seen the Belgian artist, born in 1971, establish his own unique style.
In his pieces, apparent chaos is lent a subtle sense of order, regularity contrasts
with asymmetric forms and extremes come together in harmony. The successful
artist founded the “Quinze & Milan” design label and “Studios Arne Quinze” in
Miami and Kortrjik, which represent the nucleus of his creativity. In the past, Arne
Quinze also developed the sculptures “Ellipsis & Fragments” and “Dream Saver”
for Swarovski Crystal Palace.

“Lake of Shimmer” – A crystalline light show by Tokujin Yoshioka
It is a piece that cannot fail to turn heads: developed by Japanese artist Tokujin
Yoshioka and implemented by Swarovski, the “Lake of Shimmer” installation
captivates viewers through the sophisticated arrangement of thousands of moving
octagonal parts, each made of aluminium. 16,000 small mirrors form a silvery
shimmering area of 88 square metres, visually connecting each of the three
storeys at Swarovski Wien. Like the surface of a lake, the swaying mirrors reflect
the light, and through their mysterious sparkle, recall the characteristic way in
which crystal too bends and shapes the light. As each mirror can also be controlled
individually, a wide variety of motifs and patterns of movement can be created,
shaping the Swarovski Wien interior.

Tokujin’s methods appear simple though are extremely sophisticated. Born in
Japan in 1967, the artist sets out to create futuristic effects by using constantly
reflective, transparent materials in combination with new technologies. He is
particularly renowned for his technical perfectionism, skilled use of light and
rejection of colour. After a successful period in Shiro Kuramata and Issey Miyake’s
studio, he opened his own venture in 2000, entitled “Tokujin Yoshioka Design”.
Many of the pieces by the multi-award winning designer and artist are found in
permanent exhibitions in the world’s most important galleries, such as the
New York Museum of Modern Art (MoMA). As a long-time partner of Swarovski,
Tokujin Yoshioka Design developed the concept for the Swarovski Ginza
flagship store in Tokyo, as well as “Eternal”, a series of acrylic chairs for
Swarovski Crystal Palace.

“Cascade” – Crystalline waterfall
Crystals become water with the “Cascade” chandelier, where the thousands of
crystals that make up the three-metre-high piece plunge down from above. The
spectacular installation, which attracts visitors’ attention even from outside the
store, was created by Vincent van Duysen for Swarovski Crystal Palace. The
extravagant piece is made up of countless crystal chains, interwoven with LED
fibre optics. “Cascade” represents a reinterpretation of the traditional chandelier,
and celebrates crystal and light at their most beautiful. The sparkling flow of
crystals has even made it to Hollywood: as a prop in the film “Ocean’s Thirteen”,
the chandelier shared the screen with George Clooney and Brad Pitt.

Produced by Belgian architect and interior architect Vincent van Duysen, the
piece is of the reduced-minimalist style, and yet offers a certain sensuousness.
From his love of original forms and compact volumes, the artist has developed a
style that van Duysen himself characterises as simple, clear, pure and
elementary. The preservation of the space and its original form is the key priority
for van Duysen during renovation work, while he employs furniture with clear,
withdrawn lines, to support the design vocabulary of his buildings via sculptural
and communicative focus points.

“Eclectic Panther” – From the poetry of precision
Constant renewal, change and innovation are the maxims at Swarovski, and the
“Eclectic Panther” project was launched to symbolise crystal’s immensely variable
properties. Designers from across the company were approached to transform
what was originally a crystalline piece through the use of various materials.

The high-precision cut crystal, representing one of the core competencies of
Swarovski, was transformed through the use of wood, silicone, concrete and wax.
The result is a wide range of “Eclectic Panthers”, the shared crystal origins of
which have been rendered unrecognisable through inspirational individuality.

Swarovski Wien
A masterful blend of architecture, design and crystal
Tradition meets innovation in the light-filled new brand centre of Swarovski

Swarovski is proud to introduce its inspirational new brand centre and
store in the heart of Vienna. Situated over three storeys between
Kaerntner Strasse, Marco-d’Aviano-Gasse and Neuer Markt, Swarovski Wien
makes a bold conceptual and architectural statement. With its stunning
contrast between the existing 19th century façade and an avant-garde new
glass construction, the light-filled centre becomes a fitting celebration of the
beauty, preciousness and magnetic appeal of the world’s leading crystal
brand – and a sparkling cultural addition to the Austrian capital.

Designed by Innsbruck-based architects Hanno Schloegl and Daniel Suess, the
scintillating new brand platform of Swarovski combines generously sized retail
sales areas and theatrical exhibition spaces within the ground floor, mezzanine
and basement of an imposing 19th century industrial building in the Viennese
centre. “Our idea of fusing the existing building stock with an innovative brand
presentation was extremely well received by the Viennese authorities,” says the
CEO of d. swarovski tourism services gmbh, Andreas Braun.

The ambitious project, employing a crystalline design vocabulary throughout,
sees a giant cube structure placed inside the original construction. Adopting the
building-principle, this challenging process involved removing the core of the
building from the basement to the first floor, whilst enabling the hotel on the floors
above to remain in full operation. The surfaces of the gigantic cube are clearly
visible from the exterior of the centre through an outer glass skin. They provide a
breathtaking canvas upon which the latest Swarovski innovation “Honeycomb” –
a sparkling surface of thousands of LED light points and cut crystals – delivers a
spectacular spatial, visual and crystal interplay. Sophisticated controls allow for a
variety of different lighting moods from glowing lava to glittering ice effects. “We
wanted to create a special location,” say Schloegl and Suess, “a glass shrine that
gleams from the inside out.”

Creative partnership
Continuing the multifaceted design language, smaller, irregularly placed glass
cubes extrude into the street, offering dramatic spaces for the staging of
promotional and artistic displays that can be viewed from the inside and outside.
Swarovski, well-known for its exciting collaborations with creative forces around
the world, invited the renowned Belgian artist Arne Quinze to create an exclusive
range of multimedia installations for the inspirational brand centre. The striking
cubes exhibit Quinze’s “Japanese Stilthouses”, a poignant commentary on the
pace of urban development and the fragility of human interaction.

Another stunning one-off artwork, “Bidonville Wall”, graces the centre’s main
entrance. These pieces are both a symbol of the democratisation of luxury with
which the new brand centre is synonymous, and an exposition of Quinze’s sense
that luxury is as fascinating as it is transient. “We are delighted to partner with
such an imaginative artist and are confident his creations will prove alluring and
enchanting for our visitors,” says Braun.

The “Lake of Shimmer” offers yet another attraction, seamlessly blending
architecture, aesthetics and technological precision to create a unique visual
feast. Here, 52 specially designed individual panels fitted with more than
16,000 movable octagonal mirrors are mounted on a wall measuring
88 square metres. High-tech wizardry transmits different images to each panel
and enables the individual mirrors to move through a 0° to 45° angle. The overall
effect transforms this outsized screen, made up of iridescent mosaic blocks, into
a series of surreal three-dimensional moving pictures. Creatively conceived by
leading Japanese designer Tokujin Yoshioka, and realized by in-house
technicians at Swarovski, the installation harmoniously links all three levels of
Swarovski Wien.

Tradition meets avant-garde
The architects have cleverly integrated the contemporary 21st century ground-
floor structure with the older building above by restoring the existing granite
pillars that run vertically down the length of the exterior façades. This restoration
grounds the upper floors and ensures the harmonious coexistence of traditional
and cutting-edge architectural styles. “Here we are focusing on the dialogue
between old and new, in which the complementary new is contrapuntally
opposed to the historical elements,” explain Schloegl and Suess.

The space between the exterior glass shell and the interior crystal and LED
illuminated surfaces is 58 centimetres deep and almost seven metres high,
allowing for further adventurous display possibilities, including the use of
semi-transparent screens and suspended design pieces.

Inside the new structure, contrasting use of light and reflections again echoes the
theatrical theme, with bright floors, dark grey walls and a reflective black ceiling.
White panelled escalators, brightly lit from above, give access to each floor,
where free-standing shop furniture and multi-functional displays underscore the
individual style of the various product lines.

The winning combination of sparkling shopping landscape and glittering forum for
contemporary art continues Swarovski’s alluring Chamber of Wonder concept.
This creative behold-and-buy approach has already seen Kristallwelten in
Wattens become one of the most visited attractions in Austria over the past
15 years, whilst Tord Boontje’s “winter wonderland” at Swarovski Innsbruck has
proved another powerful draw. ”Our new location in Vienna reflects our identity as
an Austrian/Central European brand. But more than this, we want to become part
of Vienna’s identity,” says Braun.

With its ability to fire the public imagination, awaken desire and fulfil visitors’
fashion, design and lifestyle aspirations, Swarovski Wien provides a third
magnificent stage from which to captivate new audiences.

Arne Quinze – Unique multimedia installations for Swarovski Wien

Arne Quinze created five unique art pieces for the world’s leading crystal
manufacturer Swarovski. They are presented in the new inspirational centre of
Swarovski in Vienna, Austria. It's not the first occasion for Arne Quinze to work
with a material such as crystal. Yet, before he never combined them with his
“Stilthouses” and “Bidonvilles”, art pieces reflecting the outcome of his study
how people are living or should be living today.

“In the process of assembling ‘Stilthouses’ and ‘Bidonvilles’ I fully surrender to
my own imagination astonished by how unorthodox houses can be built,
discovering a smile on my face trying to capture these anomalous
constructions”, says Arne Quinze.

Quinze instantly detects rhythms and structures in societies he's confronted
with. His inspiration and research on this theme resulted in his creation of
contemporary “Japanese Stilthouses” and a “Bidonville Wall” adorned with
abstract crystals, lines and rhythms. The glittering and sparkling crystals are a
tremendous source of inspiration; no other material makes you dream away in
its richness and purity. In adapting these to his “Bidonvilles” and “Stilthouses”,
he gives them an identity in his own society. Every observation is captured in a
rhythm, a balance or an imbalance; lines meander through his head and into his
artwork, creating a structure that differs from what most people detect in a

Quinze drew his inspiration from the Japanese Pavilions. Towers constructed
out of wood and a multitude of levels, an architecture very similar to his own
“Stilthouses” and “Bidonvilles”. These pagodas are marked by their hanging
ornaments underneath each terrace giving them a characteristic appearance. In
his latest creative endeavour he transposes Japanese culture and architecture
to his own modern constructions. Hanging crystals generate movement in time
as they are reflecting light, culture and artistic context. Varying forms, shapes
and colours, depending on the chosen crystals, embody different skyscrapers
and dwellings but they are still inherent to the same context.

Cities are developing with a never ending stream of speed. Without thinking,
houses are built in a rapid tempo next to each other. Those houses lack a vision
of sustainability and functionality. Buildings, streets, parks… in overall, the
urban settings aren’t thought through. Everyone tends to stay inside their
created private box, independent of how compact or large the surface they
reside upon is. A surface enclosed by four walls seems to be substantial to the
meaning of life which excludes individuals from being subjected to impressions
and impulses squirted by their environment and other individuals. Instead of
freedom, we get a spurious fortune of solitude; instead of interaction, we get
isolation; instead of striving for reshaping the system, we get a redundant
realistic society.

“Stilthouses” symbolize crosscuts of Beijing, New York or São Paulo. The only
difference between the people living in those populated capitals is a cultural one
and the money cheque they receive each month. The linking of differing
societies abides by Quinze's belief that all individuals are equal. Cultural and
monetary differences between us do not alter this equality nor lessen our basic
sameness. Quinze's constructions are both favella and skyscraper, shantytown
and industrialised tower. Different cultures represent different lines and rhythms
in his work, yet are unified within the same structure, reflecting our daily lives
above and around each other. “Stilthouses” seem to incorporate the same
shape and similar construction yet after a closer look they are marked with
differing details according to the culture, continent or city they are built in. These
art pieces are archetypical houses as an analysis on how societies are shaped
The use of highly fluorescent paint on top of the re-used material contradicts the
organic quality that underlies his work. Moreover, his incorporation of several
video installations emphasizes this contradiction and brings together different
time zones with moving images, rhythms and dimensions. The “Bidonville Wall”
contains several screens with intriguing staring eyes of Mrs Barbara Becker, the
artist's wife. A multitude of materials engender texture and three-dimensionality.
Each use of a new material produces a new line, creating another layer, an
additional expression, a feeling...

“Japanese Stilthouses” & “Bidonville Wall”, Swarovski Wien
Materials: wood, polyurethane resin, paint, lacquer, video screens,
CRYSTALLIZED™ – Swarovski Elements

André Heller – Artistic adviser at Swarovski Wien

The development of Swarovski Wien was shaped extensively by Austrian
multimedia artist André Heller. Born in Vienna in 1947, Heller is ranked among
Europe’s most influential and successful multimedia artists, and since the
opening of the Swarovski Kristallwelten in Wattens, Tyrol, has acted as artistic
adviser to the company. With the Kristallwelten in Wattens – one of Austria’s
most visited tourist sites – Heller created a mysterious world of fantasy, and an
integrated work of art of unique intensity, the design principles of which have
guided later projects such as Swarovski Wien. His work served as inspiration to
various artists and designers to create a crystalline world in a prominent location
in the heart of the Austrian capital, which stylishly combines elements of wonder
and shopping.

Heller’s artistic creativity covers numerous dimensions. His works include
beautifully landscaped gardens, Chambers of Wonder, prose publications and
processions, as well as the revival of circuses and variety theatre. As a
chansonnier singing his own songs, Heller has sold millions of records and
alongside large-scale flying and swimming sculptures, the multifaceted artist
also created the “Luna Luna” amusement park. He has produced films, initiated
fire shows and labyrinths, and been behind theatre plays and shows seen from
Vienna’s Burgtheater to Broadway, from India to China, and from South America
to Africa.

d. swarovski tourism services gmbh

The project in Vienna is being realised by d. swarovski tourism services gmbh.
With innovative concepts of communication, this fully-owned subsidiary of
D. Swarovski & Co. has so far already contributed decisively to image building
and successful marketing of the Swarovski brand. Around 250 staff members
under the direction of CEO Andreas Braun are daily committed to the development
of strategies that allow us to experience the crystal in all its facets and make it
desirable and tangible for everybody.

With the Swarovski Kristallwelten in Wattens and Swarovski Innsbruck,
d. swarovski tourism services gmbh already operates two tourist attractions, which
are well-known far beyond Austria. Both concepts combine the aspects of
amazement and shopping. Through the successful combination of entertainment
and culture, the Swarovski Kristallwelten in Wattens have advanced to a centre of
animated communication. As exclusive venue for events, concerts and cultural
happenings, forum for contemporary art, sparkling shopping landscape and
mysterious fantasy world, they have developed to a unique attraction and belong
with nine million visitors since opening in 1995 amongst the most visited tourist
attractions in Austria.

Besides the variety of Swarovski products, Swarovski Innsbruck offers a fairytale
experience: a trip into the glistening “winter wonderland“ of the renowned designer
Tord Boontje.

Since December 2009, this innovative combination of sales space and artistic
design is also expressed architecturally in the Austrian capital Vienna. The
three-storey building on Kaerntner Strasse 24 conveys the character of crystal
externally, d. swarovski tourism services gmbh continues the concept of the
Chambers of Wonder. A third distinct location has sprung into being, enticing to
astonish and to buy, to exchange ideas and to dream.
D. Swarovski & Co.

In 1895, Daniel Swarovski I, a Bohemian inventor and visionary, moved to the village of
Wattens, Tyrol in Austria, with his newly-invented machine for cutting and polishing
crystal jewellery stones. From this beginning that revolutionised the fashion world,
Swarovski has grown to be the world’s leading producer of precision-cut crystal, for
fashion, jewellery and more recently lighting, architecture and interiors. Today, the
company, still based in Wattens, family-owned and run by 4th and 5th generation family
members, has a global reach, with some 26.000 employees, a presence in over 120
countries and a turnover in 2008 of 2.52 billion Euros. Swarovski comprises two major
businesses, one producing and selling loose elements to the industry and the other
creating design-driven finished products. Swarovski crystal components, known by their
product brand names CRYSTALLIZED™ – Swarovski Elements for fashion and
STRASS® Swarovski® Crystal for architecture and light, have become an essential
ingredient of international design. Since 1965 the company has also catered to the fine
jewellery industry with precision-cut genuine and created gemstones, and from April
2008 has strengthened this relationship by revitalising and renaming the product brand
ENLIGHTENED™ – Swarovski Elements.

Showing the creativity that lies at the heart of the company, Swarovski’s own-brand lines
of accessories, jewellery and home décor are sold through more than 1.600 retail outlets
in all major fashion capitals. The exclusive Daniel Swarovski accessories collection has
meanwhile become the company’s couture signature. The Swarovski Crystal Society
has close to 350.000 members worldwide, keen collectors of the celebrated crystal
figurines. And in Wattens, Swarovski Kristallwelten, the multi-media crystal museum,
was opened in 1995, as a celebration of Swarovski’s universe of innovation and

The Swarovski corporation also includes Tyrolit®, manufacturing grinding tools,
Swareflex, for road safety reflectors, and Swarovski Optik, producing precision optical

General information

Swarovski Wien
Kaerntner Strasse 24
1010 Wien, Austria
T +43 (0)1 324 0000
F +43 (0)1 324 0000-7840

Opening Times
Monday – Wednesday         9 a.m. – 8 p.m.          8. December       9 a.m.– 6 p.m.
Thursday – Friday          9 a.m. – 9 p.m.         24. December       9 a.m.– 2 p.m.
Saturday                   9 a.m. – 6 p.m.         31. December       9 a.m.– 5 p.m.
Sunday and holiday         closed

Press contact
Maria Ligges
Head of PR/Communications, d. swarovski tourism services gmbh
Kristallweltenstrasse 1
6112 Wattens/Tirol, Austria
T +43 (0)5224 500-3836
F +43 (0)5224 501-3836

Anna Najder
PR/Communications Wien, d. swarovski tourism services gmbh
Kaerntner Strasse 24
1010 Wien, Austria
T +43 (0)1 324 0000-7803
F +43 (0)1 324 0000-7840

Current images for download and more information are available from 2 December, 9 a.m.

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