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While the flagship for Swarovski's new brand concept "Crystallized" prepped and preened yesterday for what will be their grand opening tonight, we managed to drop by and sneak a peek at the very sparkly, very spacious interior. Unable to take pictures of our own save for the above outside shot of their back entrance, you can however find some over at TimeOut NY.
Aside from their wall of crystals showcasing every cut and style with which you can play (to create your own pieces), the store includes a full-service mini restaurant at its rear and something of a lounge downstairs. We'd actually argue that these last two features are the most interesting parts of the space, as Swarovski tries to go lifestyle brand.
[Click here to enlarge]
Pass by the restaurant, with a small bar and about ten tables, and head down a staircase illuminated by the striking "Cascade" chandelier (price upon request) to what is essentially the basement.
This area has been converted into something like a mini Swarovski museum, complete with glass cases displaying crystal-adorned opera props like a gladiator helmet and many, many tiaras. All the way in the far back you will even find Christine's wedding dress from a production of The Phantom of the Opera.
Taking a closer look at the menu however, we're guessing that this place isn't meant for the casual gawkers; a $22 rack of lamb and $7 bowl of spiced nuts mean business.
· Store Tour: Swarovski Crystallized [TONY Blog]
· Storecasting: Swarovski Crystallized Will Bring "Ooo, Sparkly!" Back to Broadway [Racked]