Objective
The primary objective of the project was to design and implement an in-store experience that educates customers about the impact of climate change on biodiversity, particularly focusing on sensitive alpine species like the Edelweiss. Additionally, the goal was to leverage Swarovski's rich history and commitment to local ecosystems to create a meaningful and immersive experience.
Brand Analysis
Starting with some primary research, I undertake a brand analysis as it provides valuable insights and strategic information that can significantly impact a company's success. Providing insights into how consumers perceive a brand. It helps in understanding the emotional connection that customers have with the brand, their preferences, and the factors influencing their decision-making process.
Snapshot of brand analysis diagram
Inspirations & Mood board
MARKETING MATERIALS:
By establishing Swarovski’s brand identity, it was crucial to develop imaginative marketing materials that would effectively promote the exhibition, educate the intended audience, boost jewellery sales and generate excitement for the immersive in-store experience. Given that Instagram boasts their largest following, I crafted numerous posters that align with Swarovski's aesthetic while integrating a conceptual approach.
THE FINAL PROTOTYPE INCLUDES:
Biodiversity Complexity
Human-caused climate change and habitat destruction imperil global species, particularly vulnerable alpine ones like the edelweiss flowers, which are unable to migrate to higher altitudes due to rising temperatures.
Edelweiss
The edelweiss flower, often found high up in the alps and a threatened species and Swarovski’s original logo, symbolises their heritage and our environmental impact.
Power of Scents
Researchers at Washington State University discovered that simple scents, as opposed to complex scent combinations, are effective motivators when it comes to spending. Therefore, by using the scent of Edelweiss, is often described as delicate, sweet, and slightly aromatic with hints of freshness and alpine meadows.
Photoropism
In phototropism, plants tend to grow or bend toward a light source. This phenomenon is a common adaptive response in the plant kingdom and maximises their energy production by capturing more light for photosynthesis. Demonstrating that the flowers exhibit this behaviour indicates that the environment provided is conducive to their survival.
Bee Frequency for Sonic Treatment
A significant component of the installation involves a module connected to an ultrasound sensor. The sensors detects temperature fluctuations. When consumers interact with the installation's sensor, the bee sounds undergo rapid changes, reflecting shifts in the ecosystem and mirroring the change in nature.
Conclusion
Swarovski's In-Store Experience successfully combined the allure of luxury products along with the 5 senses, touch, taste, vision, smell and sound all with a profound commitment to environmental education. By integrating history, innovation, and ecological consciousness, the project not only enhanced the brand's image but also contributed to a broader societal shift towards sustainable practices. This case study exemplifies how a company can leverage its brand heritage to create impactful initiatives that resonate with both customers and the broader community.
