Swarovski's World Invites You to #IgniteYourDreams

Every piece of jewelry is definitely unique. Each comes with its own story: There are individual gemstone stories, inherited from one generation to another, reflecting a family’s history in the precious stones. But these can also be seen as a group and interpreted as such. Fabergé eggs can express more than a history lesson. Gemfields’ stones come to life through dance, conveying the brand’s core values, personality, and character.

Gems can even ignite one’s dreams. All they have to do is step into Swarovski‘s laboratory of wonders and creativity. The brand embarked on a journey to celebrate crystal in all its glory, determined to write a new chapter in its life, under the guidance of Creative Director Giovanna Engelbert, appointed to the role last year. Under her helm, the brand sees an update to the logo and the debut of the Swarovski Wonderlab concept, which comes with the opening of 28 Instant Wonder stores around the world.

Established to “ignite your dreams,” the Wonderlab is a place where science and magic combine, forming a single, magical entity: A mesmerizing universe where a sense of wonder emerges in everyone who experiences it. “The Wonderlab is where science and magic meet, where extra and elegance collide,” Engelbert explains. “It is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski.”

Joining forces with agency General Idea, the brand unveiled a completely new identity, reshaping the iconic Swan logo which has become part of the company’s visual language. In addition to this, Swarovski launched a video that carries us in the brand’s multisensorial place, where the world is invited to celebrate their individuality and experience the wonder.

After having announced previews of the new brand film, the internet users’ eyes sparkled with anticipation. So, step into the glamorous Wonderland world of Swarovski and let Adwoa Aboah, Gwendoline Christie, and Isla Johnston keep you company through a fascinating adventure. “We’re glad you’re here,” says the brand, which unlocks its universe to the viewers thanks to British fashion model Adwoa Aboah, who, enchanted by a crystal “firefly,” triggers a fantastic world where gems are presented as candies, chess pieces, and are intensely studied in a joyful laboratory.

The provocative film is shot by Director Terence Neale of Park Pictures on the beats of FKA twigs – Two Weeks. The artist was helped by Black Kite Studios to bring his imagination to life. Responsible for the visual effects, viewers can see the studio’s craft throughout the video, as Adwoa guides us through the crystal world where magic is ordinary. Released for the launch is a series of campaign images shot by Mikael Jansson.