For thousands of years crystals have enchanted human beings. On the occasion of the centenary celebrations of the company in 1995, Swarovski decided to set up a memorial for the multifaceted material. Under the aegis of the world-famous multimedia artist André Heller, the Crystal Worlds came into being in Wattens/Tyrol/Austria. Deep in the depths of the Giant, which has its origin in the mythological world of Tirol, a sparkling labyrinth of 14 Chambers of Wonder is found, in which internationally renowned artists created crystalline masterworks. Special exhibitions, concerts, cultural events and programs for children all over the year transform this magic place to a real interactive communication platform. More than eight million people from all over the world have already been enchanted to this day by this place of wonder, one of the most popular tourist destinations in Austria. After the first renovation in 2003 a second metamorphoses followed in 2007, which recount the material’s capacity to change and the joy of innovation of a company rich in tradition.

Situated in Wattens, some 15 km away from the Tyrolean capital Innsbruck, the Crystal Worlds are watched over by the benign and friendly Giant who spreads his protective arms over the subterranean world of 14 Chambers of Wonder. Today the Crystal Worlds offer more than 4000 square meters of spectacular crystalline space designed to bring a sense of wonder and delight to all those who see them. Just as the company’s founder Daniel Swarovski I was dedicated to fulfilling his own vision, Swarovski continues the crystal fairytale under the motto “The Art of Crystal Fiction”. The Crystal Worlds are therefore a worthy homage to the man who was a true humanist and visionary, and whose passion for crystal creativity has led to today’s World of Swarovski. Crystal is art and a true source of inspiration. The paintings, sculptures and installations of renowned artists such as Brian Eno, Keith Haring, Salvador Dalí, Niki de Saint Phalle, John Brekke, Susanne Schmögner and Jim Whiting also invite visitors to embark on a sensual journey through the glittering labyrinth where the boundaries between dream and reality are truly blurred.

Swarovski is dedicated to the principle of constant change, which made the latest renewal and expansion of the Crystal Worlds in 2007 a natural step forward as the company continues to delight customers, collectors, designers and artists. One of the attractions is Jim Whiting’s Mechanical Theatre, a stomping, hopping, rattling collection of dream landscape that can also be interpreted as a surreal fashion show of unfamiliar characters. Standing in the Crystal Dome is like standing at the very heart of a giant crystal. Visitors also experience the appearance of the opera diva Jessye Norman in a very attractive and stylish setting. The Ice Passage changes according to the movement of the visitor, guaranteeing exciting new insights with every new step. A room for the virtual paintings of the British artist Brian Eno and the installation Reflections, which presents crystal in all of its facets, adds to the kaleidoscopic experience. Timeless Swarovski, the area adjoining this wonder world, where films and exhibits document the company tradition and history serves as a transition from the Chambers of Wonders to the shopping space. Swarovski’s largest retail space worldwide, the Crystal Stage, presents almost the entire range of Swarovski’s products. The gentle transition from the darkened, mystical underworld back into the brightness of daylight has been successfully achieved through the design created by the renowned architectural company Conran & Partners. With natural materials and a photographic interpretation of the Tyrolean Alps they also created the CAFÈ-terra as homage to the surrounding scenery.

The Park that surrounds the Crystal Worlds is also part of the magical kingdom of the Giant. The area was designed by André Heller and features sculptures and garden fantasies by renowned artists such as Bruno Gironcoli, Alois Schild or Franz West. A green labyrinth in the form of a hand invites to explore and to play hide-and-seek.

For more detailed information please visit our website under www.swarovski.com/kristallwelten.


Press Contact
Mag. (FH) Maria Ligges
PR/Communications
d. swarovski tourism services gmbh
Kristallweltenstraße 1
6112 Wattens/Tirol, Austria

Tel. +43.5224.500-3836
Fax +43.5224.501-3836
E-Mail: maria.ligges@swarovski.com