Swatch's Iced-Over Product Launch

January 7, 2003

While the weather outside was frightful, the Swatch Group transformed its flagship store into something more delightful—an ice castle—to launch its Bijoux jewelry collection. Debbie Platt, Swatch's director of PR and special events, planned the event and filled the store with elaborate ice sculptures and all-white decor.
MannoMedia stretched white fabric from the floor to the ceiling to look like large icicles, while a snow machine blew a flurry of real flakes. White cloth with jagged icicle-like edges covered the bar, and Tealicious Catering served Swatch icicles (aka mini-cosmopolitans) in ice shot glasses. Disco balls overhead added sparkle to the cocktail area. To show off the new line, Ice Art froze pieces of jewelry in large ice sculptures branded with the Swatch logo. A glass blower from Urban Glass provided entertainment and gifts: each guest left with a unique piece of glass made during live demonstrations.

—Jill Musguire

The Swatch Group transformed its flagship store into an ice castle to promote its Bijoux jewelry line, and Ice Art froze pieces of jewelry in large ice sculptures branded with the Swatch logo.

MannoMedia covered the bar in white cloth with jagged icicle-like edges and placed sparkling disco balls overhead.

MannoMedia covered the bar in white cloth with jagged icicle-like edges and placed sparkling disco balls overhead.

Tealicious Catering served cosmopolitans in shot glasses made of ice to match the night's theme.

Tealicious Catering served cosmopolitans in shot glasses made of ice to match the night's theme.

MannoMedia stretched white fabric from the floor to the ceiling to look like large icicles.

MannoMedia stretched white fabric from the floor to the ceiling to look like large icicles.

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