PRESS INFORMATION Swarovski Kristallwelten Store Innsbruck Modern look in historical garb 2 The diversity of Swarovski Kristallwelten Store Innsbruck in detail 4 Artists Biographies 8 General Information 10 Editorial notes 11 November 18 1
SWAROVSKI KRISTALLWELTEN STORE INNSBRUCK MODERN LOOK IN HISTORICAL GARB Swarovski Kristallwelten Store Innsbruck is a sparkling attraction in the old town that surrounds Innsbruck s Goldenes Dachl (Golden Roof). It features a luminous, modern shopping ambience presented in combination with centuries-old structural elements, some of which date back as far as the Gothic period. In addition, thanks to installations by major contemporary artists such as Thomas Feuerstein, Shourouk Rhaiem, and Fredrikson Stallard, Swarovski Kristallwelten Store Innsbruck has become an incomparable place of wonder. The old town of Innsbruck capital of Tyrol and thus, capital to the home of Swarovski crystal is living testament to an eventful history. Both proud and not afraid of change, it has lost none of its dynamic spirit to this day. Just a few meters from the Goldenes Dachl (Golden Roof), Swarovski Kristallwelten Store Innsbruck is located in the main center of the town, in a landmark with a rich history. For centuries, it was home to the Die Goldene Rose guest house. What visitors find here today is one of the world s largest Swarovski Stores, with a unique retail atmosphere that offers a truly multisensory shopping experience, including a room fragrance created specifically for Swarovski Kristallwelten (Swarovski Crystal Worlds). With its avant-garde appearance, which ties in with the historical flair of the old town, and framed by one of the oldest buildings in the area, it offers a combination of history and forward thinking, of the product range and contemporary art. Fascinating combinations On the ground floor, the Tyrolean artist Thomas Feuerstein depicts the complexity of the world through the motif of a fruit fly, interlacing art and science in his artwork PARS PRO TOTO, from the three-part work cycle IM FACETTENREICH (In the Realm of Many Facets). Inspired by Swarovski Crystal Worlds and reminiscent of the original principle behind the venues of crystalline enchantment, the Swarovski Kristallwelten Store Innsbruck has its own Chamber of Wonder. Since May 2018, this exhibition area in the Swarovski Kristallwelten Store Innsbruck has featured a distinctive artwork created by the French designer Shourouk Rhaiem. Her installation Ordinary Life centers on everyday items, which the artist has ornamented by hand using a total of 150 kilograms of Swarovski crystals in countless colors and forms. Furthermore, in many places over the two floors, you will find almost legendary innovations made out of and using crystal. The Crystal Stairs and the famous Cascade chandelier are just some of the eye-catching highlights on display. Just like in a crystalline prism that reflects the colors of the rainbow, many new ideas and motifs merge at Swarovski Kristallwelten Store Innsbruck. The history of the 2
company and of the town accompany a modern shopping and design concept it is in every sense a location of timelessness and the joy of beauty. 3
THE DIVERSITY OF SWAROVSKI KRISTALLWELTEN STORE INNSBRUCK IN DETAIL Avant-garde with a touch of history Swarovski Kristallwelten Store Innsbruck was designed by architects Daniel Süß and Hanno Schlögl, who are also responsible for the unmistakable architectural concept of Swarovski Wien. They achieved the balancing act of integrating a modern image within the fabric of a historic building. The resulting spaces are light, spacious, and clearly designed, sensitively incorporated into the historic building, which is due in no small part to the close cooperation with the local office for historical monuments. Despite all the avant-garde ideas, however, the old wrought-iron tavern sign and the impressive barrel vault architecture remind us that these rooms, which used to house the Die Goldene Rose guesthouse, have many a story to tell. In the spring of 2018, the artists and designers Patrik Fredrikson & Ian Stallard, in collaboration with project architects Schlögl & Süß, redesigned the entrance area of the Swarovski Kristallwelten Store Innsbruck. These well-known representatives of the British avant-garde scene created a concept which opens up the space. Inspired by the contrasts of historic architecture and a vision of the 21st century namely of what retail design might look like in the future they created a platform for contemporary art and modern design that is full of emotion and creativity. The most eye-catching elements are two display cases with sculptures that the two creative minds specifically crafted for this project. Framed in patinated dark steel, the display cases fill medieval niches and alcoves in the historic building. This setting makes these contemporary elements appear completely natural and harmonious. A wealth of facets at the Swarovski Kristallwelten Store Innsbruck On the ground floor, the interactive artwork PARS PRO TOTO, from the work cycle IM FACETTENREICH (In the Realm of Many Facets) by the Tyrolean artist Thomas Feuerstein, inspires visitors to consider what it would be like to perceive the world through the eyes of an insect. The work was inspired by a small fly with great scientific significance the fruit fly Drosophila melanogaster is used in the biosciences, particularly in genetics, as a central model organism and has been researched in even more depth than humans. In its own way, it stands for the study of human life through the body of an insect. This observation takes on a physical form in Thomas Feuerstein s artwork: The highly complex structure of the world is scattered into countless facets in the eyes of a fly. But even more than the fly sees the viewers, the viewers see themselves, facing a self-image similar to a puzzle that appears pixelated in the insect s eye. PARS PRO TOTO, literally translated one part stands for the whole, extends across two floors and stylizes a pair of eyes with thousands of points of light, made of Swarovski 4
crystals studded with LEDs. These respond sensitively and interactively to movements and shapes in the room, changing color according to visitors body contours and gestures. Crystal for all the senses Inspired by Swarovski Crystal Worlds and reminiscent of the original principle behind the venues of crystalline enchantment, the Swarovski Kristallwelten Store Innsbruck has its own Chamber of Wonder: Swarovski provided 150 kilograms of crystal from the headquarters of the family-owned company in Wattens to the French artist Shourouk Rhaiem. This included a huge range of colors and forms, allowing her unlimited freedom for her skillful and spectacular creation. Every crystal was positioned carefully by hand to make each individual object as eye-catching as possible. The glittering products are displayed in a supermarket setting, which the artist has appropriately completed with a shopping cart. The result resembles the style of the colorful pop-art works of the 1960s. In the tradition of Andy Warhol, Shourouk transforms today s everyday objects into artworks. The designer ingeniously arranges these sparkling objets trouvés (found objects) in the Chamber of Wonder at the Swarovski Kristallwelten Store Innsbruck to create a scene which is all too familiar to any observer. Brilliant paths Swarovski crystal is a success story spanning more than one hundred years, and encompassing lifestyle, fashion, close personal collaborations with artists, and technological evolution. Ensconced within the impressive Mirrored Wall in the entrance area is an array of fascinating crystal creations and legendary pieces of history, summarized in the permanent exhibition Timeless, which relates to the eponymous area at Swarovski Crystal Worlds in Wattens. Here too, a specially created fragrance with aromas and essences of bergamot, lavender, and patchouli offers an unexpectedly sensual experience. From Daniel Swarovski to Atelier Swarovski and from Edelweiss to Marios Schwab: This singular exhibition is devoted to the artwork that emerged from Swarovski s creative synergy with the most brilliant minds in the design scene, and made from Swarovski crystal. It begins with the earlier methods of product distribution under the tutelage of the company s founder and continues to the current exemplars from collaborative endeavors in design. The result is a fascinating 120-year odyssey through a sparkling brand universe. At the same time, this museum-like journey highlights the capacious entrance and reception areas of the Swarovski Kristallwelten Store. A trip up to the first floor will take you up a vast crystal staircase, which is made of more than 20,000 crystals and is lit from underneath by the Cascade chandelier, created by Vincent van Duysen for Swarovski Crystal Palace. The attention to detail and visual judgment of effects continues in unexpected places. Whether on the trail of 5
Swarovski crystal tradition or the path through the crystalline interior, Swarovski Kristallwelten Store Innsbruck breaks new, sparkling ground. Refreshing and multifaceted The bar offers post-shopping refreshments, or tantalizing incentives in anticipation of your shopping experience. International award-winning wines from Gernot Langes-Swarovski s traditional Argentinean winery, Bodega Norton, are available for your enjoyment. Satellite photos of Athens, Perth, Rio de Janeiro, Pretoria, Johannesburg, New York City, Dubai, Milan, Modena, Reggio Emilia, and Philadelphia taken by NASA cameras show the cities with their numerous illuminated buildings. They appear to be surreal and imposing, and are an expressive symbol of global networks. Wandering between different worlds: The entire array of Swarovski brands A visit to Swarovski Kristallwelten Store Innsbruck is to discover and shop among sparkling design and vibrant culture. It is also to immerse oneself in the shimmering atmosphere that emanates from Swarovski and its product range, and that Swarovski Kristallwelten Store Innsbruck unites in one space: elegant jewelry, crystal figurines, modern design, and accessories for stylish lifestyles. The thematic worlds demonstrate how diverse crystal is as a material and artistic medium, how vast Swarovski s innovative power is, and how strong the partnership with the fashion and design scene is. Anyplace where fashion is made, Swarovski crystal is present. These thematic worlds offer a broad selection of trendy, extraordinary fashion, and couture pieces some created by world-famous designers. Each piece of jewelry is expressive, glamorous, and highly contemporary. At the same time, Swarovski crystal also possesses the extraordinary power of stopping the hands of time. With its classic, timeless elegance, crystalline jewelry becomes a radiant accompaniment in any situation. One thing makes it unmistakable: the clear handwriting of Swarovski. Precise cuts, brilliant purity, stylistic refinement. However, Swarovski crystal also offers the opportunity for creative minds to craft exquisite jewelry with their own signature. Charms, beads, and loose components can be combined into individual creations. Wherever the desire, mood, season, or time of day takes them: Crystal is a vibrant material for creative minds to indulge in the unrestrained joy of experimentation, and in the stories they have to tell. Swarovski crystal cheers the hearts of collectors, fans of crystal, technical experts, and anyone else who love giving glimmering gifts, or who love receiving them. They all turn up again in the thematic 6
worlds. This promises a vast selection of gift ideas and souvenir pieces for any occasion, for any age, for any personality, for any wallet size. Unique pieces of art, in the form of the famous figurines, glimmering ideas for spatial design, technical precision instruments from the Swarovski Optik brand that make it possible to rediscover seeing. There are also countless smaller, delicate products, made from and of crystal, that add even more beauty to each day. 7
ARTISTS BIOGRAPHIES AIR AROMA The Australian company Air Aroma has been supporting international companies in integrating modern fragrance concepts into their marketing strategy for more than twelve years. In addition to Swarovski Crystal Worlds, Air Aroma has also successfully captured the essence of other famous brands such as Hugo Boss, Armani, Ritz Carlton, and Nissan with its scent creations. This has made Air Aroma the top address worldwide in the area of scent marketing. Supported by a global network, including an office in the Netherlands, the brand-experienced perfumers create unique, 100 percent natural fragrances that enhance the customer experience with another sensory perception. This turns the impression of a brand into an exceptional experience and, ideally, makes it unforgettable. Thomas Feuerstein Thomas Feuerstein, born in Innsbruck in 1968, studied art history and philosophy, and since 1997 has held various professorships and positions as a guest professor at institutions such as the University of Innsbruck, the Mozarteum in Salzburg, and the University of Applied Arts in Vienna. He is a multimediabased artist, and his work comprises installations, drawings, objects, sculptures, photographs, Internet art, and much more. In terms of content, they are dedicated to the contradictory space between art and science, between fact and fiction, and between individuality and community. The artworks are displayed in individual and group exhibitions at international art institutions around the world, and in fall 2011 at the 4th Moscow Biennale of Contemporary Art. His sculpture Leviathan is featured in the garden of Swarovski Crystal Worlds. Selected individual exhibitions 2015 PSYCHOPROSA, Galerie im Taxispalais, Innsbruck; Frankfurter Kunstverein, Frankfurt am Main; Kunstverein Heilbronn, Heilbronn 2010 MANIFEST, Kunstraum Bernsteiner, Vienna WHERE DEATHLESS HORSES WEEP, Galerie Elisabeth and Klaus Thoman, Innsbruck 2009 Planet Paradies, Galerie 401contemporary, Berlin INVISIBLE HANDS, Galerie Nicola von Senger, Zurich DAIMON, Kunstverein Augsburg, Augsburg 2007 Trickster. Politiker, Dämonen, Parasiten, Tiroler Landesmuseum Ferdinandeum, 8
Innsbruck 2005 Focus Utopia, Galerie Lelong, Zurich 2003 fiat::radikale individuen soziale genossen, Leopold Museum Vienna and Ar/ge Kunst Galerie Museum, Bolzano Shourouk Rhaiem The French Designer Shourouk Rhaiem was born in Paris, where she studied at the private fashion design school Studio Berçot. After working for renowned designers such as John Galliano, Chloé, and Roberto Cavalli, she launched her own label, Shourouk, in 2008, specializing in jewelry design. She proudly highlights her Tunisian roots through her strong, colorful designs, which soon won international recognition. Features in high-profile magazines such as ELLE, Vogue, and Cosmopolitan followed. Fans of Shourouk s designs include leading figures in business, politics, and the world of entertainment, and her glittering creations are worn by style icons such as Sarah Jessica Parker, Beth Ditto, and former first lady Michelle Obama. The designer has been working with Swarovski for many years now, and displays of her fabulously colorful designs with crystal create a stir time and again. Fredrikson Stallard The Swedish native Patrik Fredrikson and the British Ian Stallard founded the Fredrikson Stallard design studio in London together in 1995. The two leading representatives of British avant-garde design are well-known for the ability to translate their creative ideas into simple and yet aesthetically appealing pieces. Their artworks can be seen in such prestigious institutions as the Victoria and Albert Museum in London and MOMA in San Francisco. In addition to multiple design projects for Swarovski Lighting and Atelier Swarovski, they have created the mysterious Eden Chamber of Wonder for Swarovski Crystal Worlds in Wattens and Prologue III, an artwork sparkling with 8,000 Swarovski crystals in the garden of the Giant. 9
GENERAL INFORMATION Swarovski Kristallwelten Store Innsbruck Herzog-Friedrich-Straße 39 6020 Innsbruck, Austria Tel. +43 512 573 100 Fax +43 512 573 530 swarovski.innsbruck@swarovski.com swarovski.com/innsbruck Follow us and share your impressions #SwarovskiInnsbruck facebook.com/swarovski.kristallwelten pinterest.com/kristallwelten instagram.com/kristallwelten kristallwelten.com/blog Opening hours Monday to Sunday, 8:00 to 19:30 10
EDITORIAL NOTES Press Contact Nola Sailer, BA Mag. Magdalena Trojer PR & Media Communication Professional PR & Media Communication Professional D. Swarovski Tourism Services GmbH D. Swarovski Tourism Services GmbH Tel. +43 5224 500-2144 Tel. +43 5224 500-1032 E-Mail: press.kistallwelten@swarovski.com E-Mail: press.kistallwelten@swarovski.com kristallwelten.com/press D. Swarovski Tourism Services GmbH Swarovski crystal has delighted people from all over the world for over 120 years. To mark Swarovski s centennial celebrations in 1995, a special place opened that turned crystal into a living experience: Swarovski Kristallwelten (Swarovski Crystal Worlds). Together with the Swarovski Kristallwelten Stores Innsbruck and Wien, they collectively form D. Swarovski Tourism Services GmbH. Swarovski s three crystal-experience destinations combine art, lifestyle, and Austrian traditions with an internationally successful model for tourism. Led by Managing Director Stefan Isser, a team of 380 employees devote themselves to ensuring that visitors experience crystal in a unique way with each and every visit. Thanks to continual innovations and enhancements, D. Swarovski Tourism Services GmbH maintains a fresh and modern profile that makes it a trustworthy partner for the tourism industry and a dependable attraction for visitors to Austria. One of the most frequently visited attractions in Austria, Swarovski Crystal Worlds has delighted more than 14 million visitors since 1995. Swarovski Kristallwelten Store Innsbruck Located in close proximity to the Goldenes Dachl (Golden Roof) in Innsbruck s old town, Swarovski Kristallwelten Store Innsbruck presents a captivating combination of history and future-oriented thinking at the heart of Innsbruck. A modern shopping ambience bathed in light, and at the same time one of the largest Swarovski Stores in the world, with the entire range of products from the internationally renowned traditional Austrian company, blends with centuries-old structural elements that can be traced back as far as the Gothic period together with works by important contemporary artists. 11
Swarovski Swarovski delivers a diverse portfolio of unmatched quality, craftsmanship, and creativity. Founded in 1895 in Austria, the company designs, manufactures and markets high-quality crystals, genuine gemstones and created stones as well as finished products such as jewelry, accessories and lighting. The Swarovski Crystal Business is run by the fifth generation of family members and has a global reach with approximately 3,000 stores in around 170 countries, more than 27,000 employees, and revenue of about 2.7 billion euros in 2017. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal Business forms the Swarovski Group. In 2017, the Group generated revenue of about 3.5 billion euros and employed more than 32,000 people. A responsible relationship with people and the planet has always been an integral part of Swarovski s heritage, and is embedded today in the company s well-established sustainability agenda. In addition, the global Swarovski Waterschool education program has reached 500,000 children on the world s greatest rivers, and the Swarovski Foundation, set up in 2013, works to support culture and creativity, promote human empowerment and conserve natural resources to achieve positive social impact. www.swarovskigroup.com 12