AN ENLIGHTENING STATEMENT Swarovski’s Wings of Sparkle stand highlights the brand’s diversity which extends beyond crystal and jewelry and has been unveiled at Baselworld 2013. Situated in the new hall designed by Herzog & de Meuron, it showcases the companies’ limitless innovation, passion, and creativity as the world leaders in crystal creations.
Above all, it displays Swarovski’s ability to push the boundaries of crystal in order to create the ultimate destination at Baselworld. Offering something not yet seen, or experienced, it enlightens visitors from around the globe and reflects the true essence of Swarovski. THE STAND AT BASELWORLD The site of the new stand at the world’s most important watch and jewelry fair was situated directly above the City Lounge and complemented the circular opening of the newly designed building, while the exterior formed a perfect oval. This exclusive positioning enabled the sparkling lights of the façade to illuminate the Hall 1.1. Visitors were attracted by the sparkling lights and the constant change of the curved façade which adorned the spectacular stand. To achieve such dazzling effects, the stand was entirely surrounded by a 7 meter high curved wall, 155 meters in circumference and made up of over 300’000 reflectors. The mirrored surfaces symbolized the crystal facets characteristic of Swarovski. On this sea of reflectors 23’000 skillfully positioned LED lights gave the observer an impression of the sun glistening on water.
The stand itself was conceived by the world renowned Japanese designer, Tokujin Yoshioka. He entitled it Wings of Sparkle’ referring to a swan gracefully spreading its wings over a lake and the glint on the water surface in the sunlight.
The 2’000 m2 stand perpetuated a fascinating visual contrast to the rectangular grid layout of the halls. Particularly outstanding were the two curved crystal walls; three meters in height and spangled with 34’800 Swarovski crystals. The crystals with a diameter of 6 cm were equal to the mirroring reflectors on the outside façade. Six entrances welcomed visitors and smoothly guided them through the round circuit. The interior of the stand’s architecture unfolded into a dynamic space of luminance which embraced visitors while enabling them to fully experience the enchanting crystal world of Swarovski.