Swarovski and Tiffany Takeover the Streets of New York and London with Art

The summer is still heating up, especially in the streets of New York City and of course London, and what better way to attract the attention of the residents of the two of the world’s biggest cities than with artistic appeal.

Tiffany & Co. is finally opening their much awaited Soho store in New York, but instead of a quick grand opening, for two weeks the store has displayed beautifully mastered artwork on wooden canvases that were displayed right in front of the store.

On July 16 Artist Danielle Dimstom started off the artistic collaboration with a series of drawings and text, while on July 27th street artist Ellis Gallagher shared the beautiful colors of love. Currently the installation displays a mural by Igor + Andre, followed by Natasha Law’s work, which is the final artist in the series. As of now people can enjoy the installations at 97 Greene Street.

However, in the spirit of the Olympics, Swarovski has covered the Regent Street storefront in London with a new look themed Iconic London courtesy of artists, along with Facebook fans inspired live illustration event. Here’s a video of the installation of the window by Goodwives & Warriors.

The brand has always been known for crystal bling, so for their Fall/Winter 2012/13 Collection  it’s rock ‘n’ roll inspired called “Kingdom of Jewels.” The collection features a royal spin on Swarovski. The Kingdom of Jewels collection will be unveiled at Paris Fashion Week, along with a recent debut at the Audi Fashion Festival in Singapore. From August 27 through September 30, Paris, New York and Hong Kong will have access to purchase first, but keep in mind that the selected stores in each city are on a first come, first serve basis with only 100 “jewels” available to each. Here’s a preview of the launch of Swarovski Kingdom of Jewels in Paris.

The exclusively made crystal chaton “jewel” is engraved with a unique code and the name of the city, but when registered the code unlocks access to local fashion, nightlife, music and culture.

The worldwide campaign spreads throughout Hong Kong, Madrid, Shangai, London, Stockholm, Milan, Sao Paulo, Berlin, New York, Istanbul, Montreal, Melbourne, Paris, Seoul and Amsterdam and will be available at kingdomofjewels.com, as a global online competition. In October the winner will be announced.

Along with the campaign, Swarovski has developed three films displayed on social media and each city page, with special features by singer Brisa Roche and Swarovski’s creative director Nathalie Colin.

”I wanted to conjure up a muse who portrays a ‘rock chick.’ Rebellious and confident, she creates her own style with total freedom. Her jewelry suits her perfectly: an array of medieval, eastern and even a touch of Shakespearean are influences which are revisited to create an avant-garde, rock artist look, or in other words someone who depicts Rock Royalty,” says the luxury brand’s creative director.

As the streets of London and New York continue to brighten up with art, we look forward to many great things for both brands.

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