Swarovski, the world leader in precision-cut crystal brought a real touch of creative brilliance to Dubai recently when it launched its new product brand CRYSTALLIZED™ - Swarovski Elements at the mega-event entitled SeVen in association with Quintessentially & Al Barari. Presenting an inspired creative cooperation with seven leading fashion designers from the region. The event also set the stage for a charity auction that will raise funds for a worthy charitable organization.
Some 300 guests attended the CRYSTALLIZED™ - Swarovski Elements launch event "SeVen" in Burj al Arab, described as one of the most outstanding fashion parties of the year and made even more glittering thanks to Swarovski's creative partnership with seven leading regional haute couture designers. Inspired by the virtually limitless possibilities open to them by the world's finest precision-cut crystals, the designers let their imaginations be ingited by the "CRYSTALLIZED™ - Swarovski Elements to create highly desirable pieces for display at the launch event.
Poetry of precision with CRYSTALLIZED™ - Swarovski Elements
Swarovski's new product brand is the sheer "crystallization" of more than 112 years of dedication by the tradition-rich company designed to transform crystals into an integral part of contemporary luxury. As pure poetry of precision, the famous crystals now go beyond just decorative embellishment to become a creative catalyst that has the power to spark pure emotion. The new product brand has been launched in response to the increasing global recognition of the excellence of Swarovski crystals, an ever-growing demand by a sophisticated clientele and in the light of a constant flow of new and exciting applications for crystals that significantly extends the creative possibilities for their use.
Designers capture the CRYSTALLIZED ™ spirit
Seven leading fashion and jewellery designers entered into the spirit of the product brand launch by capturing the joy of the CRYSTALLIZED™ - Swarovski Elements principles and expressing them in their own unique design language. The result was sparkling and very memorable crystalline dresses, accessories & full crystallized sets pieces that went straight to the heart of all those present. Walid Atallah's "Poetry of Precision"; Arushi's "Objects of Obsession", Rami Al Ali's "Love at first Light", Ezra's "Technological turns Lyrical", Sohad Acouri's "Cracking the Code of Conformity", Amato from Furne One's "Elemental Attraction" and Michael Cinco for Jacy K's "Catalyzing Imagination" were all exceptional examples of their personal design craft and told the story of how CRYSTALLIZED™ - Swarovski Elements now create brilliant new and very emotional points of reference right across the design spectrum.
The imminent and internationally recognised fashion photographer, Peter Richweisz is responsible for all the highly stylised and avant garde photography for the exclusive seVen photo-shoot as well as the event at the Burj Al Arab. The hair was done by Pace e Luce salons using L'Oreal Professional.
"SeVen has set the benchmark for creativity and luxury in the region's fashion landscape," said Werner Baumgartner, Managing Director', Swarovski Middle East. "By illustrating their design skills and the enormous potential of CRYSTALLIZED™ - Swarovski Elements to awaken a passion for a touch of luxury, these designers have supported us to launch CRYSTALLIZED™ - Swarovski Elements in the most positive way possible."
Charity to benefit from Swarovski's creative cooperation with region designers
The SeVen designers' creations using CRYSTALLIZED™ - Swarovski Elements are now set to bring light and joy into the lives of those less fortunate. They are to be auctioned in the early part of 2008 by a world-renowned auction house. All the proceeds will benefit a charitable organization based in the Middle East region.
Tradition of creative partnerships
Throughout its more than a century of existence, Swarovski has constantly engaged in creative partnerships with leading designer names from Yves Saint Laurent, Armani, Versace, Gucci and Prada to today's cutting edge innovators like Alexander McQueen and Viktor and Rolf. CRYSTALLIZED™ - Swarovski Elements are now used in every segment of the fashion world, from couture evening gowns and exquisite jewellery to lingerie and sportswear, from bejewelled shoes and the finest leather accessories to electronics and a whole range of interior applications.
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ABOUT SWAROVSKI
112 years ago, in 1895, Daniel Swarovski I, a Bohemian inventor and visionary, moved to the village of Wattens, Tyrol in Austria, with his newly-invented machine for cutting and polishing crystal jewellery stones. From these beginnings, which revolutionised the fashion world, Swarovski has grown to be the world's leading producer of precision-cut crystal, for fashion, jewellery and more recently lighting, architecture and interiors. Today, the company, still based in Wattens, family-owned and run by 4th and 5th generation family members, has a global reach, with some 20,000 employees, a presence in over 120 countries and a turnover in 2006 of 2,37 billion Euros. Swarovski comprises two major divisions, one producing and selling loose crystals to the industry and the other creating design-driven finished products. Swarovski crystal components, known by their product brand names CRYSTALLIZED™ - Swarovski Elements for fashion and STRASS® Swarovski® Crystal for architecture and light, have become an essential ingredient of international design. Showing the creativity that lies at the heart of the company, Swarovski's own-brand lines of accessories, jewellery and home décor are sold through more than 1150 Swarovski stores and concessions in all major fashion capitals, while the exclusive Daniel Swarovski accessories collection has become the company's Couture signature. The Swarovski Crystal Society has close to 400,000 members worldwide, keen collectors of the celebrated crystal figurines. And in Wattens, Crystal Worlds, the multi-media crystal museum, has attracted over 7 million visitors since it was opened in 1995, as a celebration of Swarovski's universe of innovation and inspiration, of crystal as the ultimate creative material. The Swarovski corporation also includes four industrial brands, Tyrolit®, manufacturing grinding tools, Swareflex, for road safety reflectors, Optik, producing precision optical instruments and Signity, Swarovski's brand for genuine and created gemstones.
Illuminating Fashion and Culture, Home and Leisure www.swarovski.comFor more information, please contact:
Irina or Shenoy
ekadaa PR
Dubai, U.A.E.
Tel: ++ 971 4 391 2100
Fax : ++ 971 4 390 4740
Email : irina@ekadaa.com
Email: shenoy@ekadaa.com
© Press Release 2007
