Mawi recently took some time off from London Fashion Week prep for an exciting weekend trip to mainland Europe. After flying from London to Munich, Mawi and Tim then drove the remaining distance through mountainous peaks, to Wattens and Innsbruck Austria, home and headquarters of the Swarovski Group.
As guests of the Swarovski design and trends team, Mawi and Tim were invited to take an eye-opening look at the inner workings of the internationally acclaimed organization. Extraordinarily friendly and hospitable, the two were given a striking glimpse into the teamwork and collaboration focused group. Their practices in communication and openness were inspiring, to say the least. The new progressions within the Swarovski-Mawi alliance will certainly have a big impact in the near future. The recent meetings, however, remain by no means the only link between the crystal luminaries and our London-based jewellery house; Swarovski crystals have adorned Mawi’s necklaces, bracelets, and earrings for over a decade. Mawi also designed a beautiful line exclusively for Atelier Swarovski.
Wattens is a picturesque village nestled in a valley between two towering veins of Austrian Alps. While visiting, Mawi and Tim were treated to a weekend of stunningly snowy slopes and cloudless skies. Famous for producing the Swarovski dynasty, the scenic town of Wattens is the second most popular destination in Austria. It is here that the crystal giant originated in 1895 under founder Daniel Swarovski, eventually creating The Swarovski Group. Since this time, the institute has never ceased expanding, trying their hand at every range of design from jewellery to lighting systems.
The massive appeal which draws international guests to Wattens is the Swarovski creation Kristallwelten, or “Crystal World,” a museum filled with installation art that allows guests to experience the magic of crystals with all of their senses. The design of the meandering space is intended to pay homage to different art forms including fashion, music, and architecture. Swarovski has curated the finest of collections within Kristallwelten. Featuring such masterpieces as Marc Chagall’s glass window mosaics, pieces of Andy Warhol’s legendary collection “Iconography of the Everyday,” and a line of original Pablo Picasso ceramics, the museum is an impressive feat.
Many, including Swarovski’s own representatives, credit their signature crystal’s massive appeal and power to the contributions made by leading international designers. Having collaborated with the likes of Alexander McQueen, Christian Dior, and having been featured in collections from Chanel to Dolce and Gabana, this statement is certainly evident in Swarovski’s worldwide success. Look for more announcements to come on the exciting developments between Mawi jewellery and Swarovski!
P.S. What are your thoughts on Swarovski’s past collaborations? Been to Kristallwelten? We’d love to hear! Be sure to leave a comment, lovelies!