Galeries Lafayette’s Beijing flagship store is ringing in the holiday season with precision cut-crystal maker Swarovski.
The store has been remade into a “crystal palace” for Swarovksi’s Sparkling Christmas campaign, featuring exclusive collections by local designers, a pop-up shop, and window displays, and 45 exhibit pieces and works of art created especially for the show. Swarovski has decorated the Galeries Lafayette facade with LED lights. Instead of traditional mannequins, the brand’s window displays feature crystal-themed monsters constructed out of lights, feathers, and geometric shapes. The monster theme aligns Sparkling Christmas with a similar promotional campaign at Galeries Lafayette’s Paris flagship, which seeks to delight children with animated window displays of quirky holiday monsters.
Galeries Lafayette held a high-profile launch party for the campaign on November 14. Customers who purchased a Swarovski item between November 14 and 16 were also entered into a drawing. Among the prizes are a business card holder, crystal pendants, and fine watches from Swarovski.
“This will be a festival of lights, attracting the passerby to the store and the story of the Swarovski brand,” industry expert Mary Driscoll, who serves as CEO and chief consultant of Driscoll Advisors in New York, said in an interview with Luxury Daily. “The pop-up will allow the shopper to take home a piece of this extravaganza.”
Some of the brands showcased in the campaign include BAPE, a streetwear label that used Swarovski crystals to decorate the outline of the pattern of its “iconic shark hoodie,” and Chictopia, a San Francisco-based brand that also “used elements to dress up hoodies with red monster faces.”
The campaign also provides exposure for local designers, like Beijing-born Chi Zhang, who contributed a “ladylike circle skirt and dress” to the collection. Wang Peiyi and Masha Ma incorporated female faces into their designs.
The promotion runs through December 26, and will be mutually beneficial to both Swarovski and Galeries Lafayette. China is a significant market for Swarovski, with 25-30 stores opening in the country every year.
”Swarovski’s Crystal Palace and store decorations are ‘eye candy’ captivating the passerby to the benefit of both, and a partnership with Galeries Lafayette provides Swarovski with exposure to large numbers of potential customers,” Ms. Driscoll notes. “For the Swarovski brand this alliance brings an element of fun and fashion to the 120+ year-old business.”
image credit: galeries lafayette beijing