Swarovski AW12 Iconic London Art Campaign

Swarovski fans and visitors to London during mid-July to August will see an ethereal transformation of the central London stores as the worldwide leading fashion accessories brand prepares to launch the Autumn/Winter 2012 collection exclusively in the UK. Iconic London will be an integrated retail and social media campaign encompassing exclusive campaign windows, Autumn/Winter 2012 collection preview and live art illustrations.

The Regent St store will spearhead the integrated retail and social media campaign with live artworks happening 17th July and again on the 31st of July & 1st of August. Swarovski will be partnering with British based artists Good Wives & Warriors, who will take over the crystal forest store producing an eclectic range of illustrations, featuring landmark London locations infused with imagery from the Autumn/Winter 2012 collection.

Becky Bolton and Louise Chappell have been working collaboratively as Good Wives and Warriors since 2007. They divide their time between designing large-scale installations for fine art settings and undertaking design commissions for companies in the UK and abroad, including Absolute Vodka, Adidas and Comme des Garcons. They have exhibited at shows around the world, including Berlin, Paris, Melbourne, Buenos Aires, San Francisco and Sao Paulo, and have been featured in a number of publications and books.

Those unable to visit London stores will be able to take part via social media by visiting online at facebook.com/swarovskicom or using the twitter hashtag #IconicLondon. The online audience will be invited to post suggestions of their favourite London landmarks which, if selected by Swarovski, will be featured in the ‘live’ artworks being created in store. Fans can witness the artwork come to life online and to have their name detailed into the live illustrations. There will also be the opportunity to win Autumn/Winter 2012 products.

Swarovski will be offering shoppers the UK exclusive to view and purchase the Autumn/Winter 2012 collection in store for the duration of the campaign, running from the 17th July to the 13th of August and will be available in all 8 central London stores. A wider selection of the Autumn/Winter 2012 collection can also be viewed through their Facebook app for the duration of the campaign.

Iconic London will launch on the 16th July, where Swarovski Regent St will celebrate an evening of cocktails, canapés and live DJ music as the store begins to transform from the clear crystal forest theme into a surreal and kaleidoscopic world full of colourful, dreamlike illustrations inspired by London.