All Photos By Gail

Ever on-the-hunt for the elusive Pink Thing, I was magnetically drawn into the newly-opened Swarovski store on Broadway by their vast display wall of exciting pinkness!

The concept of displaying the brand’s jewelry and small crystal trinkets nestled against a wall lined with various-sized shaped compartments — punctuated by the occasional expressive mannequin — is just genius. Creating a ‘Life-Size Jewel Box’ concept, the store’s transportive design not only provides an immersive shopping experience, it’s obviously also highly Instagram-able.

Located at 542 Broadway in SoHo, the store (which opened in May 2021) is part of Swarovski’s Instant Wonder identity rebranding. And while it’s not shown in this post (for reasons which will be immediately clear) the other half of the store is entirely green. You’ll want to at least pop in when you are in the area.