Make Your Shopping Match Your Emotions

Swarovski’s TODAY, I AM… Pop-up Delights Visitors in Shanghai

Like a vast futuristic prism, straight off a sci-fi film set, Swarovski’s TODAY, I AM… pop-up shop pulsed with sparkling colors. Approaching the light-filled multi-faceted structure set up in Shanghai’s upscale Changning Raffles City mall, shoppers could see that they were in for more than a quick browse—this was going to be an experience.

If you’ve ever wondered what the future of mall shopping is, then here it is. The store didn’t just offer the opportunity to buy crystallized pieces from an array of impressive brands. Visitors were able to take selfies and creative shots at the popular Swarovski Photo Wall, where lots of fun was had with the sparkling props. These days, in-person retail has to do more than simply facilitate a purchase, and Swarovski is clearly leading the way.

The creative concept behind TODAY, I AM… revolves around the color spectrum as an emotional language, with items artistically arranged so that customers could choose the crystallized pieces that best express their personalities. Jewelry, beauty, accessories, athleisure, and other lifestyle products were split into six moods: romantic, dramatic, successful, playful, glamorous and adventurous, each represented by a different sparkling shade.

If you were fortunate enough to catch the pop-up between October 16–20, you’ll know that it made for a really fun shopping day out. Here was the best of both the online and offline worlds: as well as the experiential environment, each product came with a QR code for visitors to scan to access product information and a purchase link. “Try before you buy” seems so last century—if you’re a contemporary shopper, then you should experiment before you buy.

The products available at the pop-up store were created by leading Chinese and international brands: Alexandre De Paris (France), Balneaire (France), Barrel (Korea), Bohm Paris (France), Daks (Korea), Dartin Bonaparto (Japan), Dashing Diva (Korea), Eisbaer (Austria), Evisu (Japan), Geoskincare (New Zealand), Karl Lagerfeld (France), L’Oréal Paris (France), Mary Kay (USA), Oneteaspoon (Australia), Only (Denmark), PopSockets (USA), Sarah Brightman Signature Collection (USA), Samsonite (USA), Swarovski (Austria), Vestal By Jung Hyejin (Korea), Vinita Michael (UAE), and VT Cosmetics (Korea).

Chinese brands and designers included AJIDOU, Arte Mundi, Changhong, Cotte Yolan, Edor Deep, Hongu, La Clover, Manloulan, MS. BAG & MR. SHOE, Prsr, Pototaly, Somate, and Wuliangye. 1

1 Brand names are arranged in alphabetical order.