Swarovski has unveiled its latest campaign which will see a ‘live’ transformation of the Regent Street flagship store as the windows are commandeered by illustrative duo Good Wives and Warriors. Part of the UK retail preview of Swarovski’s Autumn/Winter 2012 collection – Kingdom of Jewels –which will be incorporated into the design.
Named ‘Iconic London’ the campaign will encourage customers to interact with the brand through social media, by discussing how London inspires them. Their submissions could them be included in the ever developing creation. The first installation will be painted live on-site by Good Wives and Warriors on the evening of July 16 and will take two days to complete using content generated from Facebook and Twitter. It will remain in place for a fortnight before being repainted on July 31; the store itself will be transformed from a crystal forest, into a surreal and kaleidoscopic world of colourful and dreamlike illusions inspired by London.
Whilst the Regent Street store is the focus of the main event Swarovski stores across London will feature a unique design by Good Wives and Warriors. The duo, Becky Bolton and Louise Chappell, have been working together since 2007 and divide their time between designing large-scale installations for fine art settings and undertaking design commissions from companies including Absolut Vodka, Adidas and Commes des Garcons.
Those unable to visit the stores can also participate through campaign pages facebook.com/swarovskicom or through the Twitter hashtag #IconicLondon there is also the opportunity to watch the artwork come to life online or have your name drawn into the live illustrations.
Swarovski are offering shoppers the chance to view and purchase selected items from the A/W 2012 collection in store for the duration of the campaign, there will also be the opportunity to win items from the collection and view the full collection on the Facebook app.