MULTIBRAND ArCHIteCture CryStAl FOreStretailpartner.swarovski.com/.../download/MUB_CrystalForest_EN.pdf · multibrand architecture crystal forest content 04 an exclusive retail design

MULTIBRAND ArCHIteCture CryStAl FOreSt

CHrIStmaS 2011“Be The STAR“

This Christmas, Swarovski sparkles with the stars: ornaments illuminate and Jewelry designs shine. Get inspired by the new Christmas collection!

CHRISTMAS 2011“BE THE STAR“


03

MULTIBRAND ARCHITECTURE CRYSTAL FOREST CONTENT

04 AN EXCLUSIVE RETAIL DESIGN ···· 05 THE INSPIRATION 06 MULTIBRAND ARCHITECTURE CONCEPT

09 STORE LAYOUT SOLUTIONS ···· 14 INDIVIDUAL SUPPORT LEVELS

15 PARTNERING FOR SUCCESS ···· 16 INVESTMENT OVERVIEW

17 STORE PLANNING ···· 18 CONTACT LIST

table OF CONTENTS

CREATION, INNOVATION AND PERFECTION : SINCE

1895, THESE VALUES HAVE UNDERPINNED

THE SWAROVSKI PHILOSOPHY OF ‘ THE POETRY

OF PRECISION ’.

Today the company continues to show its strong

will to further amplify the enchanting power of crystal

through the launch of a new retail concept.

A COMPLETE MAKEOVER FOR SWAROVSKI BOUTIQUES

For ten years our unique retail architecture

has remained highly visible through more than

1 900 Swarovski boutiques and concessions

in all major fashion capitals around the world.

Swarovski pursues its development as a ‘Modern

Lux’ brand by implementing a fresh showcase

and creating a unique feeling.

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AN EXCLUSIVE RETAIL DESIGN

FIRST CRYSTAL FOREST FLAGSHIP STORE IN GINZA TOKYO 2008

THE INSPIRATION

“MY INITIAL IMPRESSION ON THE SWAROVSKI

BRAND WAS THE LUXURY OF CRYSTALS.

I HAVE NOTICED THAT THE BEAUTY,

TRANSPARENCY, AND POETRY OF CRYSTALS

ARE WHAT HARMONIOUSLY FORM THE

BRAND PHILOSOPHY. MOREOVER, WHEN

I PONDERED HOW TO EXPRESS THE

INTIMATE RELATIONSHIP BETWEEN CRYSTALS

AND NATURE, I HAVE LOOKED TO THE

FOREST AS A KEY ELEMENT OF MY INSPIRATION.”

TOKUJIN YOSHIOKADESIGNER OF THE CRYSTAL FOREST FLAGSHIP STORE

IN GINZA

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MULTIBRAND ARCHITECTURE CRYSTAL FOREST THE INSPIRATION

MULTIBRAND ARCHITECTURE CRYSTAL FOREST MULTIBRAND ARCHITECTURE CONCEPT

The Crystal Forest concept enchants the customer and

sets new standards in the retail industry from a visual

and operational point of view. This includes Multibrand

retailers, who have different brands under one roof, now

have the opportunity to be part of this new and exciting

concept. We have taken the Crystal Forest concept

from our own stores and adapted it to various Multibrand

retail channels such as Jewelers, Department stores

or Gift & Tabletop stores.

This consistency is key – mainly for the customer

to whom we want to offer the same retail experience

throughout our distribution landscape.

THREE KEY ELEMENTS OF THE NEW CONCEPT

AT THE CENTER OF THE CONCEPT ARE THREE

KEY ELEMENTS THAT MAKE THE CRYSTAL

FOREST ENVIRONMENT SUCH A UNIQUE AND

SPECIAL EXPERIENCE FOR THE CUSTOMER.

MULTIBRAND ARCHITECTURE CONCEPT

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THE NEW STORE DESIGN CONCEPT IS BASED

ON MODULAR FURNITURE THAT CAN BE USED

FOR VARIOUS DIFFERENT LAYOUT TYPES.

The way the new furniture has been developed puts a

strong focus on jewelry and encourages intensive brow-

sing by customers. Modular furniture pieces can be

arranged to meet the needs of specific

products and enable a clear in-store categorization.

SWAROVSKI MULTIBRAND CORNER WITH MODULAR FUNCTIONAL ELEMENTS SUCH AS A RINGTABLE, EARRING SPINNER ETC.

KEY ELEMENT Nº 1MODULAR AND FUNCTIONAL FURNITURE CONCEPT

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THE IMPACTFUL BRANDING SOLUTIONS FOR THE

CRYSTAL FOREST CLASSIC CONCEPT ATTRACT

CUSTOMERS’ ATTENTION FROM AFAR AND ARE

ICONIC STORE ELEMENTS.

There are numerous branding options available to ensure

that your shop catches customer attention.

The Swan logo and its logotype rapidly reinforce brand

values and identity. The flexibility of the branding

solutions allow you to brand different environments such

as walls, showcases, vitrines and columns in order

to make your Swarovski area a clearly defined feature

of your store.

KEY ELEMENT Nº 2ICONIC BRANDING ELEMENTS

LEFT: M1 WALL, COLUMN LOGOBOX RIGHT: SHOWCASE LOGOBOX, VITRINE LIGHTBOX


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KEY ELEMENT Nº 3RETAIL CALENDAR IMPLEMENTATION

Attractive visual merchandising brings color and contrast to the store

and leads the customer on a wonderful journey to enhance their

experience. Crystal Forest furniture provides the ideal background

for the Swarovski Retail Calendar seasonal programs available

throughout the year. Animation packages fi t window, in-counter, show-

case and lightbox situations.

EXAMPLE OF THE RETAIL CALENDAR IMPLEMENTATION FOR THE SPRING / SUMMER 2012 PROGRAM


THE NEW CRYSTAL FOREST FURNITURE LIBRARY

MAKES IT EASY TO FIND THE BEST POSSIBLE

SOLUTION FOR YOUR MULTIBRAND STORE.

Whatever the size of the Swarovski area in your store,

we have developed a variety of new elements to

fi t a range of needs. All possibilities, from a small

in-case location to a Multibrand Boutique, can

be covered with the wide and fl exible Crystal Forest

furniture solution.

STORE LAYOUT SOLUTIONS

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MULTIBRAND ARCHITECTURE CRYSTAL FOREST STORE LAYOUT SOLUTIONS

AVAILABLE SPACE AND SOLUTION

WINDOW

AND IN-CASE

LOCATIONS

FREESTANDING

AND COLUMN

LOCATIONS

BACK WALL LOCATIONS CORNER LOCATIONS

The following pages outline examples of the different

layout options in more detail and demonstrate how

you can transform your Swarovski area into a Crystal

Forest environment.

see page 10 see page 11 see page 12 see page 13

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FOR THE WINDOW SPACES OF JEWELER

ACCOUNTS OR THE IN-CASE LOCATIONS

IN SHOWCASES OR VITRINES, WE HAVE

DEVELOPED A DEDICATED AND FLEXIBLE

SOLUTION.

WINDOW AND IN-CASE SOLUTIONS

A MULTIBRAND DISPLAY will drive your sales due to

its premium features and aesthetics in the Crystal

Forest look as well as increased brand visibility.

Its flexibility is suitable to carry different product

groups (Jewelry, Watches, Charms etc.) and

it can be placed in a shop window, inside a show-

case or in an island vitrine.


MUB DISPLAY – WINDOW ARRANGEMENT

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A FREESTANDING LOCATION can easily be turned

into a Crystal Forest presentation with

variable vitrine elements and professional

branding solutions.

A COLUMN LOCATION can be covered fully or

partially by shelf units, and the top

branding elements are adjustable according

to the required specifications.

FREESTANDING AND COLUMN LOCATIONS

COLUMN LOCATION

FREESTANDING LOCATION

FOR CORNER AREAS IN DEPARTMENT STORES

WITH A FREESTANDING AREA WITH OR

WITHOUT A COLUMN WE HAVE DEVELOPED

TAILOR-MADE FURNITURE ELEMENTS.

THESE KINDS OF AREAS REQUIRE AN IMPACT-

FUL LOOK AND FEEL – SOMETHING WE

ARE ABLE TO OFFER WITH THE CRYSTAL

FOREST CONCEPT.


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IN EITHER JEWELERS, GIFT AND TABLETOP STORES

OR DEPARTMENT STORES, WE OFTEN HAVE

A BACK WALL SPACE AVAILABLE FOR WHICH WE ARE

ABLE TO OFFER TWO DIFFERENT SOLUTIONS :

For our regular BACK WALL LOCATIONS any combi nation

of showcases and branding elements is possible with

the furniture library.

BACK WALL LOCATION BUILT-IN M1 WALL

BACK WALL LOCATIONS


For a Jewelry account that has a built-in furniture

environment we have developed the M1 WALL

that is adjustable in size and also caters for the

operational needs of such an account, such as

the usage of product trays.

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THE CRYSTAL FOREST CONCEPT FULLY

COMES TO LIFE IN A CORNER ENVIRONMENT

WHERE YOU ARE ABLE TO CREATE YOUR

OWN SWAROVSKI ENVIRONMENT WITH OUR

MODULAR FURNITURE THAT FITS ALL

SPACES AND OFFERS AN ENHANCED WINDOW

PRESENTATION.

A LARGE MULTIBRAND STORE can be transformed

into a genuine Swarovski Boutique with

all additional elements such as cash counters,

window elements, visual light boxes and

branding options.

CORNER LOCATIONS

WINDOW ELEMENTS

LARGE MULTIBRAND STORE

A variety of WINDOW ELEMENTS can animate

your window space and attract passers-by

to your store.

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INDIVIDUAL SUPPORT LEVELS

DEPENDING ON THE ARCHITECTURAL LAYOUT OF YOUR STORE AS WELL AS YOUR

COMMITMENT TO WORKING WITH SWAROVSKI, WE ARE ABLE TO OFFER YOU

DIFFERENT SUPPORT PACKAGES IN TERMS OF RETAIL CALENDAR PROGRAMS,

MARKETING CONTRIBUTION, CONSUMER MARKETING AND TRAINING.

MULTIBRAND ARCHITECTURE CRYSTAL FOREST INDIVIDUAL SUPPORT LEVELS

SUCCESSFUL COOPERATION

DIFFERENT LAYOUT SOLUTIONS

01 Window and

in-case locations

02 Freestanding and

column locations

03 Back wall locations

04 Corner locations

01 02 03 04

INDIVIDUAL SUPPORT PACKAGES

Retail calendarMarketing contribution

TrainingConsumer marketing

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WHAT WE OFFER WHAT WE EXPECT

SWAROVSKI HAS A LONG TRADITION OF WORKING TOGETHER WITH SOME OF THE MOST VALUED

AND RESPECTED RETAILERS IN THE INDUSTRY. TO UPHOLD THESE HIGH PARTNERSHIP STANDARDS,

IT IS IMPERATIVE THAT WE BOTH FULFILL CERTAIN REQUIREMENTS.

PARTNERING FOR SUCCESS

BRAND SUPPORT

We reinforce our brand status with targeted

and coordinated marketing, public relations

and communication activities at all levels.

PROVEN RETAIL EXPERIENCE

Based on many years of retail experience, we will

support and advise you on how best to build sales

with Swarovski.

INDIVIDUAL SUPPORT

We have developed various marketing tools which

will further enable you to offer the complete

Swarovski retail experience to your customers.

NEW FURNITURE CONCEPT

We have created a new retail concept that will

transform your store and make the visit of

your customers a true Swarovski experience.

ENTHUSIASM AND RETAIL EXPERIENCE

Your enthusiasm for the brand and our products,

as well as your experience in the retail sector, will

lay the foundation for our cooperation.

ENTREPRENEURSHIP

Successful business is based on weighing up

risks and opportunities and handling them

in an appropriate way, as well as working hard

and constantly ensuring improvements.

INITIAL INVESTMENT

The initial investment depends on the size of your

Swarovski area. Swarovski will not only advise you

on cost, but will also share the investment with you.

LOCATION REQUIREMENTS

We expect you to be at the right location with an

appropriate unit size and shape, and that you meet

our standards for the Crystal Forest architecture.

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THE COST OF THE REFURBISHMENT TO THE NEW

CRYSTAL FOREST ARCHITECTURE CONCEPT

IS SHARED BY THE RETAILER AND SWAROVSKI.

MULTIBRAND ARCHITECTURE CRYSTAL FOREST INVESTMENT OVERVIEW

While Swarovski provides all furniture on loan, the

retailer is expected to refurbish the store according

to Swarovski standards and guidelines.

TYPE OF INVESTMENT ELEMENTS OF INVESTMENT INVESTOR

FURNITURE

ADDITIONAL FIXTURE

INVESTMENT

CONSTRUCTION

COSTS

• Showcases

• Vitrines

• Branding elements etc.

• Floor tiles

• Ceilings lights

• Floor covering

• Wall construction

• Painting

• Electrical works

• Labor

• Shopfront

• Shop closure etc.

Swarovski will cover this cost

(furniture remains property

of Swarovski)

Retailer investment of

ca. €100 / m 2 (from selected

suppliers only)

Retailer investment according

to your own estimations

INVESTMENT OVERVIEW

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THE TOTAL REFURBISHMENT LEAD TIME

DEPENDS ON THE SCOPE OF YOUR STORE

PROJECT AND NEEDS TO BE DISCUSSED

IN DETAIL WITH YOUR LOCAL SWAROVSKI

ACCOUNT MANAGER.

In any event, the planning process can only

commence once the architecture team

receives the complete documentation from

the retailer. This includes:

• Detailed store plans (dwg format)

• Pictures of existing location

• Signed contract

Please discuss the exact timelines with your account manager

STORE PLANNING

PLANNING

timeline

ARCHITECTURE LEAD TIMES FURNITURE INSTALLATION

SHOP REFURBISHMENT

OPENING

EMBRACE YOUR MEMORIES

EMBRACE YOUR MEMORIESCHARMS COLLECTION FALL/WINTER 2011

FOR SALES CONSULTANTSWORLDWIDE

B R A N D A M B A S S A D O R S A L E S T R A I N I N G

BESTSELLERS

10·2011

© 2

012

SWA

RO

VSK

I AG

WWW.SWAROVSKI.COM

NAME OF THE RETAILERAddress, Postal Code, CityTelephone, Website

2012_CoopAd_vertical_CMYK.indd 10 21/10/11 14:38

SWAROVSKI CHARMS



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CONTACT LIST

FOR FURTHER INFORMATION ABOUT THE NEW

ARCHITECTURE CONCEPT AND FOR MORE DETAILED

INFORMATION, YOUR LOCAL SWAROVSKI

REPRESENTATIVES WILL BE HAPPY TO ASSIST YOU.

EMBRACE YOUR MEMORIES

EMBRACE YOUR MEMORIESCHARMS COLLECTION FALL/WINTER 2011

FOR SALES CONSULTANTSWORLDWIDE

B R A N D A M B A S S A D O R S A L E S T R A I N I N G

BESTSELLERS

10·2011

© 2

012

SWA

RO

VSK

I AG

WWW.SWAROVSKI.COM

NAME OF THE RETAILERAddress, Postal Code, CityTelephone, Website

2012_CoopAd_vertical_CMYK.indd 10 21/10/11 14:38

SWAROVSKI CHARMS



WWW.SWAROVSKI.COM

Documents

MULTIBRAND ArCHIteCture CryStAl FOreStretailpartner.swarovski.com/.../download/MUB_CrystalForest_EN.pdf · multibrand architecture crystal forest content 04 an exclusive retail design