Swarovski Opens Its Largest Flagship Store In Shanghai

Retail Bum
2 min readDec 22, 2021

Swarovski has opened a 6,450 square feet Wonderlab store in Shanghai’s downtown district — its largest store yet.

“It’s really the biggest in the world and has been designed by our creative director Giovanna Engelbert. This will be one of a kind, no other store in the world will look like this one.” the company’s chief executive Michele Molon said.

“For us, this isn’t a China-specific flagship; it’s one of the key pillars for the strategy worldwide. The vibe, the relevance of Shanghai across the world and in China is really unbeatable,” he added.

The flagship store includes a silver room called “The Lab” that is equipped with robotic arms, a metallic pink “Wonder Room” that has a staircase that leads to the “Dream Room,” which looks like a futuristic bedroom.

More such Wonderlab stores are set to open in Milan, Paris, London and Lisbon in the coming months. The company plans to open 230 such stores by the end of 2022.

China is today Swarovski’s largest market, where it maintains a network of 430 physical stores — about 170 of these stores are independently, or franchisee operated. The company also maintains an online presence on Alibaba’s Tmall, JD.com, and continues to operate its own eCommerce operations.

Originally published at https://retailbum.com on December 22, 2021.