A JOURNEY OF WONDER – SWAROVSKI
UNVEILS ITS CAPTIVATING NEW RETAIL
LAND SCAPE
For over a year, Swarovski has been on a spellbinding journey with the
reimagining of the brand and retail stores. This enchanting evolution began with
the launch of 27 “Instant Wonder” stores globally and now arrives in South Africa
with the debut of the very first Wonderlux store in the country. The Swarovski
Wonderlux store, spanning 80 square meters, presents an intimate yet immersive
space that perfectly complements the Wonderlux concept. This carefully curated
layout invites customers to explore Swarovski’s collections in a setting that is both
luxurious and welcoming.
WELCOME TO A NEW RETAIL LANDSCAPE
Designed to ignite imaginations, each entrancing store pays homage to the
shimmering beauty of crystal, reflecting the uniquely captivating charm of the city
itself. Mesmerizing metallic finishes and fluted glass combine with chrome and silk
touches throughout.
To reflect the brand’s new visual identity, overseen by the beloved Swarovski
Swan, guests will be welcomed into a sensorial retail space to discover an array of
tempting and tantalizing crystal treasures.
Encouraging exploration and self-expression, different areas in the stores are
color-blocked in Swarovski’s signature new brand hues. With myriad octagons
adorning the walls in a breathtaking display of product and pattern, the entire
concept is a tribute to the wonder of crystal itself.
For the final flourish, packages wrapped up with signature gross-grain silks and
velvets add to the entire spellbinding experience.
An absolute feast for the senses, our sumptuous New Retail Landscapes beckon
you in, promising a world filled with magic and special moments.
SOUTH AFRICA’S FIRST WONDERLUX STORE
This 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. Originally opened in 2016, this 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.
THE MALL OF AFRICA – A LANDMARK DESTINATION
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,
housing 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.
THE VISION BEHIND THE WONDERLUX DESIGN
The decision to redesign this store using the Wonderlux concept underscores
Swarovski’s commitment to reimagining its retail spaces. 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, all of which resonate with
Swarovski’s heritage and forward-looking vision.
The Apple Watch Case you didn’t know you need : Golden Concept lands in SA
