Display & Design Ideas - December 2008 - (Page 20)

20 eye on: luxury Crystal forest By Alison Embrey Medina, Executive Editor magine a place where a single beam of light can cast thousands of glimmering reflections on walls, surfaces and merchandise. Such is the “Crystal Forest” that is Swarovski’s first flagship boutique, located in Tokyo’s luxe Ginza shopping district. The dramatic statement begins on the exterior, where reflective, faceted beams cascade from above the store entrance, drawing eyes from the streetscape. Inside, a total of 3 tons of crystal was used in the store design and décor to bring the true essence of the Austrian-based Swarovski crystal brand to life. “Inside, people loved the cascade and the stairs entirely in crystal, as well as a collection in limited-edition, especially created for the Ginza store,” says Robert Buchbauer, a member of Reflective, faceted beams mark the entrance to Swarovski’s Ginza store. Swarovski sparkles like never before in its Tokyo Ginza flagship I the Swarovski family and member of the Swarovski Executive Board. After 10 years of successfully building Swarovski boutiques—1,150 strong—throughout the world, the company launched the Ginza flagship in effort to pursue a more “modern luxe” brand status. The store concept, designed by Tokyo-based Tokujin Yoshioka Design, keeps in mind the Swarovski brand language, and accurately reflects the company’s philosophy—“the poetry of precision,” Buchbauer says. “My initial impression on working with the crystal was luxury,” says Tokujin Yoshioka, of the self-named firm. “After learning the history of the Swarovski crystals and spending more time on a dialogue with the material, I was drawn to the beauty, transparency and poetry of crystals, which harmoniously form the brand philosophy.” Creating somewhat of a retail fantasyland for customers to journey through was key from the outset. “When I pondered how to express the intimate relationship between crystals and nature, I looked to the forest as a key element of my inspiration,” Yoshioka says. “I intended to design a new retail architecture, which makes the visitor wonder, from the moment of stepping in the boutique, whether he/she was in the forest, jeweled with crystals and pieces of jewelry, rather than proposing an ordinary interior design for retail.” As the key element of the shop, the bold store façade is covered with nearly 1,500 stainless steel mirwww.ddimagazine.com December 2008 http://www.ddimagazine.com

Table of Contents for the Digital Edition of Display & Design Ideas - December 2008

Display & Design Ideas - December 2008
From the Editor
Contents
News Watch
DDI’s Leadership Forum 2008
Consumer insights
Editor’s Choice
Snapshots
Alexander McQueen
Eye On: Luxury
Right Light
In-Store Technology
Product Spotlight
New York Report
DDI’s NADI Show Preview
New York Retail
New York Restaurants
Calendar
Advertisers
Classifieds
Shopping with Paco

Display & Design Ideas - December 2008