The whole jewellery-behind-glass concept is outdated. The purpose of a store is to get customers to come, try and buy, so putting a glass between them and the products isn't encouraging them to spend.
In fact, in this day and age, it's quite patronising. You can't reach for a ring and try. You need to ask the boutique staff to unlock the glass, take the piece for you and try while she looks at you to see whether you will buy or not.
Swarovski is putting that old practice behind. Its new concept store, called the Crystal Studio in Mid Valley Megamall, no longer has glass at its display. Customers can just try which jewellery they want, displayed on the tiered shelves.
It's the first of its kind in Southeast Asia and the brand says more stores will adopt the concept in months to come.
NEW CONCEPT
The new store first opened in Milan, followed by Paris, Shanghai and Beijing and now, Kuala Lumpur. The Crystal Studio, the brand says, "places the customer and their unique needs at the heart of the experience, encouraging trial, creativity and spontaneity".
There are interactive digital touch points throughout the store aim to enhance the purchase process but also create an inviting space in which customers can immerse themselves into the sparkling world of Swarovski.
Chairman of the Swarovski executive board and CEO of consumer goods business Robert Buchbauer says before the brand started working on the aesthetics, it focused on functionality, with the ambition being to meet the digital demands of its consumers.
"We really tried to learn from our consumers and address their needs. From augmented reality screens catering to shoppers who want to quickly select products, to the Crystal Bar where people can enjoy trying on products for as long as they like, we believe we have created a memorable in-store experience for everyone," he says.
CRYSTAL BAR
The new concept offers a highly premium aesthetic, expressing the essence of the brand. Materials and colours play a crucial role in the design, with the choice of raw materials recalling a 'studio' atmosphere, promptly contrasted by a warm and enchanting colour palette. On the grey porcelain tiled floor, wall units stand as modular displays defined by a metallic mesh with a refined rose-gold tone, placing greater emphasis on showcasing the product.
The heart of the shopping experience is at the Crystal Bar, an immersive jewellery station where consumers can spend time discovering new products, curating looks with styling consultations from Swarovski's in-store experts.
There's even a wireless phone charging area and mirrors with three lighting-- outdoor, indoor and candle light-- so you can see how one piece looks at different times of the day.
"The new retail concept truly puts consumers at the centre-- inviting them to experiment and style their sparkle, giving them the opportunity to mix and match, like in a creative studio, but in an environment designed to integrate physical and digital dimensions," says its omnichannel and commercial operations executive vice-president Michele Molon.