Diamonds and sparkles are a girl’s best friend, and no one understands that better than Swarovski. Since 1895, has created beautiful products of impeccable quality and craftsmanship that bring joy and celebrate individuality, featuring the world’s finest crystals, Swarovski Created Diamonds and zirconia, jewellery, accessories, home décor, and crystals for Automotive.
For over a year, the brand has been on a spellbinding journey with the reimagining of the brand and retail stores. Beginning with the launch of 27 “Instant Wonder” stores globally, the journey has now arrived in South Africa with the debut of the very first Wonderlux store in the country. Spanning 80 square meters, the Swarovski Wonderlux store presents an intimate yet immersive space that perfectly complements the Wonderlux concept. The carefully curated layout invites customers to explore Swarovski’s collections in a luxurious and welcoming setting.
Wonderlust: Swarovski’s Wonder Lands in South Africa
The new store at the Mall of Africa is the first Swarovski Wonderlux location in South Africa, a milestone that brings Swarovski’s globally celebrated Wonderlux experience to local customers. Initially opened in 2016, the store has been a sought-after destination within the Mall of Africa. After a transformative three-week redesign, it re-opened in October 2024, unveiling the Wonderlux concept and aligning the store with Swarovski’s renewed vision.
Located in one of South Africa’s largest and most prominent shopping venues, the Mall of Africa is known for its impressive architecture and diverse tenant mix. It houses both international luxury brands and local boutiques. This vibrant setting makes it the perfect home for Swarovski’s first Wonderlux store, offering shoppers a unique blend of high-end and accessible luxury options within a visually striking environment.
Explore The Wonderlux With Swarovski
Redesigning the store using the Wonderlux concept underscores Swarovski’s commitment to reimagining its retail spaces.
To introduce the brand’s new visual identity, the beloved Swarovski Swan will welcome guests into a sensorial retail space, where they will discover an array of tempting and tantalising crystal treasures.
The Wonderlux store embodies Swarovski’s core values through open displays that encourage interaction, allowing customers to experience the artistry behind each piece. Inspired by the octagon shape, reminiscent of Swarovski’s “eight-cut” crystal, this new design symbol signifies a fresh beginning for the brand.
The octagon, bathed in serene shades of blue, represents water—a crucial element in crystal-making—and evokes calm, strength, and renewal, resonating with Swarovski’s heritage and forward-looking vision.
Different areas around the store are colour-blocked in Swarovski’s signature new brand hues, encouraging exploration and self-expression. Myriad octagons adorn the walls in a breathtaking display of product and pattern, the entire concept a tribute to the wonder of the crystal itself.
Packages wrapped in signature gross-grain silks and velvets for the final flourish add to the entirely spellbinding experience.
The sumptuous new retail landscape is an absolute feast for the senses. They beckon you in, promising a world filled with magic and special moments.
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