Radiant Creatures in den Swarovski Kristallwelten Stores | Magische Installationen von Marcel van Doorn

Fantasy, transformed into reality. To celebrate the 130^th anniversary of Swarovski, set designer Marcel van Doorn retells the history of the company as a fairytale. Find his Radiant Creatures at Swarovski Kristallwelten Stores Wattens, Innsbruck and Wien.

Swarovski Kristallwelten Store Wattens

Once upon a time, high in the misty folds of the Tyrolean mountains, there lived a majestic swan. One silent dawn, she laid a single, glowing egg. From this egg, under the hush of first snow, a creature unlike any other emerged.

An immense faceted crystal egg is standing in the middle of a showcase inside of a store. It is partly cracked. The broken fragments stand on the floor. Inside the egg, there is a headpiece from the Swarovski Corporate Archive with feathers.

Daniel Swarovski, born in Bohemia, perfected his craft in Paris and Vienna before founding his company in Wattens in 1895. He transformed crystal cutting with the first electric machine, creating unmatched brilliance and setting new standards of craftsmanship. His vision elevated crystal into a symbol of glamour and innovation, shaping a legacy that continues to define Swarovski today.

Instead of a linear retelling of the milestones, designer Marcel van Doorn leads us through a fairytale where crystals expand to surreal proportions and mirrors multiply light into dreamscapes.

In the second showcase, a faceted metallic tree supports a bucolic green faceted crystal bird. On the floor a pink crystal rabbit is surrounded by mirrored flowers. This decor is surrounded by faceted metallic wall and floors.

A dreamy, green-faceted crystal bird sits enthroned on a faceted metal tree.

Inspired by nature, by the lush surroundings, crystal beings are shaped. Some delicate, some bold, they all multiply the faintest glimmer of light. Asif they shine from within, a glow that should not exist, right in front of our eyes.

Drawn to Wattens by its pure mountain waters, Daniel Swarovski found both power and inspiration in nature’s essence. From that lifeblood of innovation came creations that echo the natural world: From the first delicate figurine, a tiny mouse, to shimmering designs inspired by oceans, blossoms, and untamed wildlife. Each piece captures nature’s poetry in crystal, turning fleeting beauty into eternal brilliance.

My goal was to make this anniversary not only a commemoration of milestones, but also an invitation to dream, to interact, and to connect with Swarovski’s poetic essence.

Marcel van Doorn

In the third showcase in the store, we see two large size Edelweiss with Aurora Borealis Shimmer effect. They are surrounded with a faceted metallic decor that plays with reflections.

Growing from rocks and stony grounds, high up in the Austrian Alps, the rare Edelweiss is nourished by pure sunlight and a healthy dose of stubbornness. The Edelweiss was Swarovski’s first logo, a symbol of beauty and true love.

In 1899, Daniel Swarovski chose the Edelweiss as the company’s first logo, symbolizing purity and alpine heritage. After witnessing the Northern Lights, he created the Aurora Borealis effect: a crystal coating that shifts in color. Christian Dior embraced this innovation in 1957, marking a milestone in Swarovski’s collaborations with the world’s leading couturiers.

The Legend of the Edelweiss

‍Once upon a time, nestled high in the Alps, there lived a beautiful but lonely queen with a heart of ice. One day, a brave shepherd of humble origins ascended the mountain and stumbled into her cave unannounced. The queen was instantly charmed by the shepherd and her icy demeanor softened into a loving embrace. But the queen’s gnomes did not approve. Full of resentment and envy, they captured the shepherd in his sleep and tossed him into the valley below. When the queen awoke, she was overcome with sorrow. Her icy heart melted just enough for her to shed a single tear. As the tear kissed the frosty earth below, it crystallized into an elegant flower — the Edelweiss. Thus, from a tale of tragedy was born an enduring symbol of love, bravery, and beauty, forever to be found in the heart of the Alps.

Swarovski Kristallwelten Store Innsbruck

A larger-than-life crystal swan head in blue sits inside an outdoor store showcase.

Two sparkling swan wings in pink and green shine in a display in front of the Swarovski Kristallwelten Store Innsbruck.

What happens when the innocent, pure white suddenly shines in the most radiant colors? We turn and look again, tempted by the boldness of the swan, unafraid of what others think. And we want a piece of this, ourselves. Fantasy, transformed into reality. Claiming her space, spreading her wings in a burst of color, bright and bold. The wind catches her rough edges and carries her to unknown heights: This is how radiant creatures fly.

Ever-evolving, in 1989, Swarovski embraced a new emblem: the Swan. Inspired by Viennese artist Gustav Klimt, it reflects purity, grace, and the timeless elegance of crystal. This transformation marked a bold step from a cherished alpine flower to a symbol of sophistication and beauty.

Like the Swan spreading its wings, Swarovski empowers you to shine with confidence and brilliance. Swarovski crystals invite you to embrace your full radiance, never holding back, because true beauty deserves to be seen.

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