Swarovski launched their first digital concept store in the United States, which opened in Los Angeles on November 21st. The heritage retailer’s global initiative combines brick-and-mortar retail and virtual components for a modernized and interactive shopping experience.

The Los Angeles location is the first of its kind within the U.S., following a global launch in Milan earlier this year.  Created to evolve Swarovski’s classic retail concept, bringing virtual components into the new stores’ design was a strategic move as online retail is on the rise.  As a way to elevate the in-store experience, Swarovski looked to bridge the gap and revolutionize the retail environment in a market driven by Millennials and soon, Gen-Z consumers.

The digital concept stores bring the positives of online and in-store shopping experiences together, integrating product discovery capabilities while providing the ability to try on and touch product, as a way to create a new experience that caters to each consumers’ need for a seamless store experience.  The new format includes: virtual try-on stations, sparkle bars with digitally-accessed style inspiration, style finder capabilities, a glow mirror that serves to capture unique social media content for consumers and more.

Keep an eye out for this innovative shopping experience!