Swarovski officially unveiled its new Duomo Flagship store, located at 31 Piazza Duomo, the new store reflects the grandeur of Milan’s most iconic destination. The opening was celebrated with a ribbon-cutting ceremony in the presence of Italian model and friend of the brand, Bianca Balti, who was joined by Chief Executive Officer Alexis Nasard, Global Creative Director Giovanna Engelbert, Chief Commercial Officer Michele Molon, Italy & Iberica General Manager Massimo La Greca.

Swarovski has opened the doors to its first flagship store in Italy with four showcase windows that radiate Swarovski’s brand colors inviting customers on a journey of discovery into the brand’s universe of creativity and light-filled luxury. Ranging across three floors and measuring 550 sq meters, Swarovski Duomo is an immersive experience that brings to life the savoir-faire and elegance that define the brand. Inside, visitors can discover Swarovski’s collections from crystal jewelry, watches, and home décor to bejeweled eyewear, tableware, and limited-edition products; explore Swarovski’s collaborations with global brands; and wonder at the Swarovski Created Diamonds fine jewelry collections, which are unveiled in Europe for the first time in a salon area dedicated to laboratory grown diamonds.

Entering the flagship is like stepping into a jewelry box filled with joyfully extravagant treasures that pay homage to the beauty of crystal and the brand’s 129-year heritage. The ground floor displays crystal jewelry collections such as the iconic Millenia, Hyperbola, Infinity, and Matrix families as well as mesmerizing pieces from the new Spring/Summer 2024 collections, inspired by an underwater universe. The wonder continues on the second floor, where a multipurpose space is dedicated to how Swarovski crystals act as a creative catalyst, inspiring innovation in fashion and design. Here customers can discover pieces from Creators Lab and Young Talent Program, collaborative platforms established by Swarovski to nurture and support creativity. Creators Lab pieces from Marina Raphael, Aquazzura, Abc, Liberal Youth Ministry, and Golden Goose join an exclusive gallery of creations from young Milanese and European designers who incorporate Swarovski crystals into their work. And in a world first, a special showroom area displays Swarovski’s unmatched range of loose crystals and gemstones in all sizes, colors, and effects, allowing customers to browse the full assortment for inspiration.