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Swarovski to generate content via Facebook and Twitter for store windows

Swarovski is inviting consumers to send in suggestions of how London inspires them to help build creative for its Regent Street store windows.

Part of the brand’s “Iconic London” campaign ahead of the 2012 Olympics, it is encouraging users to participate via Facebook and Twitter using the #IconicLondon hashtag.

Illustrative design duo Good Wives and Warriors will then be transforming the windows with a live art event taking place over two days from the evening of July 16, and again on July 31.

“The store will be magically transformed, from a crystal forest, into a surreal and kaleidoscopic world full of colourful, dreamlike illustrations inspired by London,” reads the write-up.

Fans will be able to discover if their suggestion has become a part of the artwork by watching it come to life online. Their names will also be painted into the illustrations.

The resulting designs will also act as an exclusive preview of Swarovski’s autumn/winter 20112/13 collection, Kingdom of Jewels. Other stores across London will feature a unique creative also designed by Good Wives and Warriors.

Swarovski previously launched a campaign inviting fans to interact with an augmented reality Facebook app.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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