Experiential · Global Communications · Creative Direction
Swarovski
Sparkling Secrets, a 25,000 sq ft exhibition tour
The value arc
From problem to value in four moves
Problem
Formerly a popular and beloved brand in Asia, Swarovski was losing traction and awareness with the younger Asian demographic.
Diagnose
Sparkling Secrets concept
Reframe
Fashion + heritage fusion
Deliver
Interactive room-by-room reveal
Compound
Asia tour launch
Value delivered
Microsite views
Global reach
- 0+
Shanghai attendance
Sparkling Secrets exhibition
- 0
Microsite views
Global reach
- 0+
Seoul tickets sold
Exhibit continued to Korea and Japan
- 0 sq ft
Modular exhibition
Toured China, Korea, Japan
Custom Exhibition Tour and Experiential Marketing Program. Geography: China, Korea & Japan.
Approach
Sparkling Secrets concept
Named and designed a 25,000 sq ft modular exhibition
Fashion + heritage fusion
Wove Swarovski's history with Chanel, Dior, Paco Rabanne, YSL, Disney pieces
Interactive room-by-room reveal
Visitors weaved through the exhibit as secrets unfolded
Asia tour launch
Shanghai, then Seoul, then continued to Korea and Japan
Social spread
Posts flew across Chinese social, exclusive event became inclusive online
By the numbers
- 0+
Shanghai attendance
Sparkling Secrets exhibition
- 0
Microsite views
Global reach
- 0+
Seoul tickets sold
Exhibit continued to Korea and Japan
- 0 sq ft
Modular exhibition
Toured China, Korea, Japan
And beyond the numbers
Shanghai exhibition attendance 100,000.
Microsite 1.6M views.
Over 120,000 tickets were sold in Seoul. Due to popular demand, the exhibit traveled Korea & Japan.
Social posts about the exhibition rapidly spread across Chinese social media, turning an exclusive event into an inclusive online experience.
Swarovski was able to reposition itself and capture the young, fashionable audience’s heart.
In pictures
Watch