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EVENT REPORT

Keeping With the Brand's Well-Known Glitz, Swarovski Exhibit Employs 10-Foot Crystal Columns

Photo: Angela Weiss

With the summer session of the newly-retooled Magic in town, Swarovski set up a glittering exhibit befitting its brand. Swarovski paired its well-known crystals with European menswear collections creating luxe, wearable art for the display. The brand's New York-based senior events and communications manager Kisha Reid oversaw the build-out at the Mandalay Bay Convention Center, and Kuoni Destination Management and Fresh Wata helped transform the blank canvas into a space that was friendly to the sensibilities of both genders to display the menswear pieces.

Building around the theme of a men’s locker room, mannequins anchored the perimeter with the looks, while a 10-foot diameter elevated round center arena showcased a female mannequin. The athletic theme made for a sleek and sparkly overall look in the 30-by-30-foot booth.

Crystal columns accented with silver chain reflected considerable light, keeping the space bright and in line with the high-energy atmosphere of Magic. (The 10-foot-tall crystal columns and platform used in the look are now available for rent through FWR.)

Attendees flowed through the open space and wandered amid the mock-up locker room as if shopping in a retail environment.


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