Kristallwelten (Crystal Worlds) is a visitor attraction near Innsbruck in Austria owned by the Swarovski family, celebrating their ‘world of crystal’. Conran & Partners’ original design for the flagship store at the complex was conceived as a journey from reality into the world of crystal, and comprised an entrance area, main shop and collectors’ club. Following the success of this initial phase, we were asked to design a second phase of the shop.
The shop is informed by two key concepts. Formed of a series of interlinking rotundas, the design of each rotunda takes its reference from the Alpine landscape. The journey begins at night, continues through dawn and ends in day. This concept is also informed by the life-cycle of crystal – from its formation as carbon and kimberlite, through to its emergence into the Austrian landscape as ‘pure crystal.’
The shop is informed by two key concepts. Formed of a series of interlinking rotundas, the design of each rotunda takes its reference from the Alpine landscape. The journey begins at night, continues through dawn and ends in day. This concept is also informed by the life-cycle of crystal – from its formation as carbon and kimberlite, through to its emergence into the Austrian landscape as ‘pure crystal.’
