Swarovski plans to open a new flagship location in New York City, at 680 Fifth Avenue, on the corner of 54th Street, in 2023.

The store, which will showcase its new Wonderlab retail concept, will span two levels and be approximately 14,000 square feet. It will feature “vibrant colors and textures that symbolize the brand’s image” as well as a “highly transparent and visible new storefront,” according to a statement.

Swarovski interim CEO Michele Molon (pictured) said in the same statement: “Establishing a flagship store in New York in the heart of Fifth Avenue’s renowned shopping district reinforces Swarovski’s status as a global crystal lifestyle brand.”

In November, Molon was appointed interim CEO—the first non-family member to hold the post—as part of a move toward “a more professional group structure and management.” The company has said it plans to name a permanent non-family CEO eventually.

The Wonderlab retail concept has been spearheaded by Swarovski’s first-ever creative director, Giovanna Battaglia Engelbert, who was appointed in 2020.

According to WWD, the Austrian crystal maker previously had a store at nearby 696 Fifth Avenue, but it didn’t consider that a “flagship.”