To celebrate its 100th anniversary in 1995, Swarovski gave its customers and employees a special gift: the opening of Swarovski Crystal Worlds, a magical menagerie of art installations, museum and theme park. The past 20 years have manifested international success: In two decades, more than twelve million visitors from over sixty countries have been enchanted by the crystal experience in Wattens. The extensive redesign heralds a new era in the successful history of the Giant – Swarovski Crystal Worlds is now even larger, more diversified, and richer in wonder. “The expansion also changes the quality of the entire experience for visitors. We have created an overall concept based purely on the encounter with crystal. It accompanies guests from the moment they enter until they depart, offering them an unprecedented experience.” explains Markus Langes-Swarovski, member of the Swarovski Executive Board.
The launch of a new era
With an investment of 34 million euros, the surface area was more than doubled within 1.5 years from 3.5 to 7.5 hectares, and five Chambers of Wonder were redesigned in cooperation with Swarovski’s international network of extraordinary artists. Architects of global renown created a park landscape with unique art installations and new attractions to surround the iconic Giant. This expansion demonstrates once more the traditional Austrian company’s expertise in art, culture, architecture, and design.
Park landscape creates incomparable experiences
The crowning piece of the new park is the Crystal Cloud, designed by the American-French duo CAO PERROT (Andy Cao and Xavier Perrot). The mystical masterpiece occupies 1,400 square meters and consists of some 800,000 hand-mounted Swarovski crystals, floating above a black Mirror Pool. The playtower is completely new and unique in its form; the architects at Snøhetta designed a radically new building typology: Four levels offer a broad variety of play experiences and a very special spatial environment for young visitors. This area – for children of any age – is complimented by the innovative playground landscape under the open skies.
Daniels. Café & Restaurant, likewise designed by Snøhetta, is a pavilion flooded in light. Embedded in the garden, it frames the views of the surrounding landscape, promising unforgettable culinary delights – not least thanks to the homemade pastry. The shop entrance newly designed by Snøhetta is crafted as a fascinating installation of light and sound, like emotional and virtual time travel. The redesign, of the shopping area was conceived by general planners s_o_sarchitekten and is based on the image of a winding river. The visitor arrival area was also designed by s_o_sarchitekten. They took up the creative approach of CAO PERROT, combining art and landscape architecture to create spaces for dreaming, and placed a white forest as a threshold to the garden and the Grand Plaza in front of it.
New dimensions of wonder
The Chambers of Wonder inside the great giant have fascinated the public for 20 years. In 2015, five Chambers of Wonder have been redesigned.TordBoontje designed a romantic winter landscape with 150,000 sparkling Swarovski crystals; the South Korean artist Lee Bul examines the interaction between visitors and space in her installation; the Chamber of Wonder by the British design duo FredriksonStallard includes crystal sculptures of up to 1.86 meters in height produced by Swarovski; and the extravagant Belgian-Dutch designers from Studio Job tell thousands of tales in the form of motion, music, and mirrors.
In addition, the company’s history is presented in a new narrative form in the Timeless area, created by the renowned museum designer HG Merz. The tradition-rich Italian firm Bisazza crafted an impressive mosaic for the dome and pillars in the Swarovski Kristallwelten Store.
Swarovski Crystal Worlds is open as of April 30, 2015, from 9:00 to 18:30 throughout the year (last admission 17:30). Admission costs run from 7.50 euros for children to 19 euros for adults. Children under the age of six accompanied by an adult may enter free of charge.
Enjoy an unusual change of perspective!
For many years, Swarovski Innsbruck has been a sparkling attraction in the center of the old town that surrounds Innsbruck’s Goldenes Dachl (Golden Roof).
Having been completely redesigned, Swarovski Innsbruck now shines brighter than ever.
As a luminous modern shopping destination and featuring centuries-old structural design, some of which dates back as far as the Gothic period, Swarovski Innsbruck is housed in one of the oldest buildings in the square, makingit a successful combination of history and forward thinking.