Swarovski Presents Its Crystal ChristmasBack to Home
Christmas time comes early to Indonesia this year. At least, it does in Pacific Place, Jakarta.
On Friday the high-end mall will unveil its glamorous Christmas decoration and fashion exhibition, themed “Crystal Christmas.”
Until Jan. 14 the main atrium of the mall, as well as the window displays at Galeries Lafayette, will sparkle with decorations by Swarovski.
The mall’s atrium will also feature a luxury fashion exhibition incorporating 25 local and international brands.
“We’ve been doing these kinds of big collaborations since 2007,” said Catherine van den Bussche, senior communication manager for Swarovski.
“Every year, we select a big store or shopping mall to create a unique shopping experience,” she explained.
This year Swarovski has selected two countries, Germany and Indonesia, to do display their Christmas decorations and exhibitions.
It will be the first time Swarovski has done such a display in Southeast Asia.
“We noticed a lot of talent and creativity coming from Indonesia,” said Giuseppe Ravenna, director of Swarovski Elements, Southeast Asia. “We believe that Jakarta is really a center in Southeast Asia for talent and creativity.”
Markus Chandra Barata, general manager of marketing and promotions for Pacific Place, welcomed the project.
“It’s a great collaboration and something new, as well, for the market,” Markus said . “We hope our Christmas exhibition will be the talk of the town.”
Both Ravenna and van den Bussche didn’t want to reveal too many details about the decorations.
“We want to create a strong effect,” Swarovski’s senior communication manager said. “This would be Christmas with a lot of modernity. Everything will be around a white theme.”
Eleven top international and 14 Indonesian fashion brands have been chosen to work with Swarovski for their Jakarta debut.
“We conducted market research to identify who we wanted to work with,” Ravenna said of the designers. “Some of them are already our clients. Others are potential customers that we’d like to approach.”
Each brand will feature a select number of limited-edition items, made with Swarovski crystals, during the exhibition.
Diego Dolcini, a premium shoe label from Bologna, Italy, will feature four of their iconic women’s shoes adorned with Swarovski crystals, while Brazilian sandal brand Havaiana will present its exclusive limited edition flip-flop, which is adorned with rows of Swarovski crystals on the straps and the soles.
Philippe Ferrandis, a high-end jewelry brand from Paris, will present its limited-edition jewelry set made with Swarovski crystals in baby pink and soft tangerine hues.
“For international brands, it’s really great for them to be involved in such a project because most of them would like to push their brands in Indonesia, but they don’t know how to communicate with the local market,” Ravenna explained.
In addition to the well-known international brands, there will also be an opportunity for local brands to showcase their wares.
Premium menswear Adamist, based in West Jakarta, will present a series of finely tailored jackets and shirts embellished with Swarovski crystals on the bodice and lapels.
Local upmarket accessories brand Elizabeth Wahyu will present its one-of-a-kind Christmas edition jewelry, themed “Winter Wonderland.”
The set consists of a necklace and a pair of earrings, which look like icicles falling from the sky.
“They are made especially for this exhibition to represent the mood of Christmas,” said Sri Respati, PR for the brand. According to Sri, these enchanting jewelry pieces are painstakingly handcrafted out of silver wires and crystals over seven days.
Swarovski has also engaged a number of well-known Indonesian batik brands in the exhibition, including Alleira and Batik Keris.
“For me, honestly speaking, Swarovski crystals applied on batik are really the best that we can see in the exhibition,” Ravenna said.
“Batik is really a traditional creation and I think Swarovski and batik is the perfect combination.”
Jakarta-based “Parang Kencana” will also present three dainty batik dresses in pastel hues embellished with Swarovski crystals at the collar and the waistline.
“This kind of collaboration will create more traffic in the store,” Ravenna said.
“And more traffic means more sales. At the end of the day, everybody’s happy because it’s a win-win situation for us at Swarovski, Pacific Place, Galeries Lafayette, and all of the brands.”
Nov 22, 2013 – Jan 14, 2014
Pacific Place Mall
Jl. Jend Sudirman Kav 52 – 53
Sumber : http://www.thejakartaglobe.com/features/swarovski-presents-its-crystal-christmas/