The high-quality interior design incorporates natural and durable materials such as ash wood. On the back walls, vertical strips of wood create an impression of depth, inspired by forest views. A clay wall, stones from a nearby quarry, and a striking tree rootstock bring the natural world inside, while the large glass frontage creates a seamless transition to the outdoor environment and opens up amazing views. A cozy lounge area invites visitors to relax and enjoy the stunning Tyrolean mountain scenery. The roof of the new SWAROVSKI OPTIK store is covered with lush greenery consisting of local plants such as ivy, wild grapevine, hops, and grasses. Outside the store, there is another attraction: the SWAROVSKI OPTIK MEX e-bike. This allows visitors to easily try out a wide range of long-range optics directly on site.
International audience and new target groups
The Swarovski Kristallwelten in Wattens is the perfect choice for the opening of the first SWAROVSKI OPTIK store. This location at one of the most-visited sights in Austria will appeal to an international audience and allow us to address a wider target group. Stefan Hämmerle, Chief Marketing & Sales Officer, Member of the Executive Board: “Our aim for the Wattens site is to inspire people of all ages and from all over the world with high-quality long-range optics. Looking through binoculars immediately shows us just how closely we can experience nature and what wonderful discoveries await us.” Along with specialist retailers, the new store will provide an additional touchpoint for nature lovers from all over the world. Stefan Isser, Managing Director of the Swarovski Kristallwelten, is delighted with this new attraction for visitors: “For international visitors in particular, simply arriving at the Swarovski Kristallwelten is the first moment of wonder, with the unique panorama of Alpine peaks and the Crystal Cloud. The world-first SWAROVSKI OPTIK Store now allows visitors to enjoy this view even more intensely, and to try out a wide range of SWAROVSKI OPTIK products all under one roof.”