Swarovski's Sparkling Secrets

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November 13, 2012

For more than 100 years, Swarovski Crystal has been delighting the fashion and entertainment worlds with exquisite jewels that have adorned some of the work of designers like Coco Chanel, Christian Dior and Elsa Schiaparelli. For the first time in the company's history, visitors were treated to intimate glimpses of Swarovski's best-kept secrets at a unique travelling brand exhibition in Shanghai this past year.

According to Irma Hardjakusumah, design director of the project, the objective was to establish a connection between the brand to some of the most iconic cultural moments in the history of movies, music, fashion and jewelry.

Held at the Shanghai Exhibition Center, the exhibit was 27,000 square feet and was organized into seven areas that traced the iconic brand through its history.

The design and production team concepted, designed and produced the exhibit in less than four months, an amazing feat considering the size or the project, and the geographical and language challenges.

"We had to come up with several options for each scenario," Hardjakusumah explains.

Swarovski plans to take the exhibit to other major Asian markets in 2013.

The Swarovski Team
o Thomas Serrano, president, Luxe Events
o Ivana Kalafatic, creative director
o Irma Hardjakusumah, design director
o Jennifer Baker, project manager
o Rebecca Coons, project manager
o Catherine Lee, project assistant

Local Partners:
o APAX group (fabrication and installation)
o Prime (display styling and merchandising)
o Cedric M (video)

Global Partners:
o TAG (video)
o Chut On Vous Ecoute (music)
o ITP (multimedia and special effects)

The main entrance invited visitors with a keyhole.

In the mysterious, secret world of the Sparkling Treasures room, to the sound of strange, moody audio effects symbolizing space and depth, only the crystal jewelry was eerily illuminated, turned into beautiful works of art.

Visitors could try out what it felt like to be a catwalk model among the glitz and glamour of a fashion show.

Opulent accessories and outfits made with Swarovski elements from the 1960s through today created a jaw-dropping tribute to couture legends in the Hall of Fashion.

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