Swarovski Brings Fairytale Forest of Crystal to San Francisco

For centuries, man has turned to the natural world for artistic inspiration. Shakespeare, Van Gogh, Gaudi, and now Swarovski have all embraced the forest as their muse. Oftentimes associated with the dwelling-place of magic, the forest has become the focus of the innovative brand’s latest concept. On the last week of May, Swarovski will be unveiling its latest flagship boutique in San Francisco where guests can escape reality and enter a truly enchanted forest of crystal. Located on 295 Geary Street and the corner of Powell Street, the boutique will offer Swarovski’s full collection of fashion jewelry and accessories, watches, and home décor.

Inside, the walls will be textured with reflective white relief prisms that serve to create visual depth and reflect the myriad of colorful light emanating from each individual crystal, turning the 1,807-square-foot space into an organic crystal forest.

At the focal point will be a one-of-a-kind, awe-inspiring chandelier modeled after the city’s steep and winding turns of the famous Lombard Street. This extraordinary chandelier will be made up of over 2,100 crystal strands and 33,000 individual crystals in varying shapes and sizes. The piece will span 20 feet long by four feet wide and will feature LED lighting that simulates the traffic of this popular street.

In addition, Swarovski will also feature a model of San Francisco’s most recognizable skyscraper, the Transamerica Pyramid Building. Made up of over 13,000 crystals, this unique piece will also include special LED lighting, allowing the model to glitter and change colors.

According to Robert Buchbauer, member of the Swarovski family and the company’s executive board, “Swarovski boutiques are unique magical places, and the new retail architecture will ultimately make the brand a tangible crystal experience focused on pleasing the senses.”

“Swarovski wants to celebrate the distinctive architecture of San Francisco with exclusive crystal installations inspired by this great city,” adds John Heidt, Vice President of Retail for Swarovski North America Limited’s Consumer Goods Business. “Swarovski’s Geary Street location will create a consumer experience that embodies our brand values of innovation and modernity.”

Partnered with Tokujin Yoshioka, Design Miami’s ‘Designer of the Year’ in 2007, the ‘Crystal Forest’ design concept was first introduced in Tokyo’s prestigious Ginza district in March of 2008. Soon afterward, it was launched in the U.S. on Chicago’s Michigan Avenue, or the Magnificent Mile, as it is more commonly known.

An opening celebration for the new San Francisco location is scheduled for June 3, 2011, allowing guests to enjoy and appreciate its beauty—and perhaps become a little inspired by the forest themselves.

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