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Swarovski celebrates the holidays with sparkle-themed activations

Swarovski is launching a host of interactive experiences in the UK, hoping to spread delight in the run-up to Christmas.

Swarovski's "Sparkling Box
Swarovski’s “Sparkling Box” in Covent Garden

Swarovski is launching a host of interactive experiences in the UK, hoping to spread delight in the run-up to Christmas.

The “Sparkling Box” activation, which popped up at London’s Covent Garden area last week, features a giant box where each façade offers a different digitally-enabled experience for passersby. It includes a GIF photobooth encouraging customers to take a photo and share on social media;  an interactive wall featuring a virtual snowscape that showers visitors in digital snowflakes; a video showing the jewelry brand’s Christmas advert; and a guide for Swarovski’s must-have gifts for the festive season.

The box is set to tour the UK over the coming weeks, appearing in Manchester next, followed by Glasgow and Birmingham.

In keeping with the sparkle theme, Swarovski is also set to launch “Sparkle Street” at London’s Westfield White City mall location, which will feature a Christmas tree accompanied by digital advertising, creating a festive landscape for visitors to take pictures in front of that will then be shown on a large screen opposite the installation.

Lastly, the brand is also teaming up with a team of black cab drivers in the city, who will be handing out Swarovski gifts to lucky passengers throughout December. 

Brands are increasingly diversifying the way they celebrate special events throughout the year with activations that aim to surprise & delight unassuming shoppers. Last week, Harvey Nichols visited London offices with a very special musical performance, while allowing consumers to buy the festive clothes the choir was wearing on the day directly on Instagram.

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By Camilla Rydzek

Camilla Rydzek is an Editorial & Research Assistant at Current Global. She helps both the content and consultancy teams gather insights across the fashion, beauty and retail industries. Her background is in studying Fashion Management at the University of the Arts London. Her interests lie in the evolution of technology and innovation and their implications on a more sustainable future.