Swarovski has a revealed a bold new direction at its store in the Mall of the Emirates.
Entitled Wonderlab, the store, which reopened on Friday, has been completely refurbished, and is now decked out entirely in green, with walls lined with hexagonal jewellery boxes, each one filled with a Swarovski treasure.
In a rebrand spearheaded by the first brand creative director Giovanna Engelbert, the new approach has done away with the old navy blue colour, and instead replaced it with vibrant pink, yellow, green and baby blue.
First unveiled as an all-yellow store in Paris, the Wonderlab concept has also opened in New York in two colours, and now arrives in the UAE covered in floor-to-ceiling green.
The first of its kind in the region, the space has a plush green carpet, tables where customers can try on the pieces (with green chairs, naturally), and walls covered in pretty jewellery boxes in different sizes.
Green, metallic mannequins in a high-polish finish now show off the new array of jewellery that comes in every colour imaginable: earrings, bracelets, rings and necklaces, some even with invisible settings usually only found in high-end jewellery.
To add to the feeling of being inside a treasure trove, the Swarovski collections have been completely mixed up, so that now a crystal parrot sits next to edgy cube earrings based on the rules of sacred geometry, and children’s earrings in the shape of a ladybird nestle against a chic, chunky lilac stone necklace, perfect for dressing up a T-shirt.
Included, too, is the new company logo, which now appears as a pink neon sign in the window. Under Engelbert's new vision, the swan of old, quietly sitting and looking to the left, is gone, replaced with the same bird with wings raised – as if taking off – and now facing the right. It is a small shift, but an important one, signalling the new direction of onwards and upwards the company is striving for.
As a whole, the new store feels fresh, vibrant and exciting, packed with hundreds of beautiful, glittering pieces that span hoop earrings, tennis-style bracelets and elaborate necklaces.
Whether you are in the mood for shopping or merely looking, there is plenty of eye candy in this dazzling new space.
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The bio
Who inspires you?
I am in awe of the remarkable women in the Arab region, both big and small, pushing boundaries and becoming role models for generations. Emily Nasrallah was a writer, journalist, teacher and women’s rights activist
How do you relax?
Yoga relaxes me and helps me relieve tension, especially now when we’re practically chained to laptops and desks. I enjoy learning more about music and the history of famous music bands and genres.
What is favourite book?
The Perks of Being a Wallflower - I think I've read it more than 7 times
What is your favourite Arabic film?
Hala2 Lawen (Translation: Where Do We Go Now?) by Nadine Labaki
What is favourite English film?
Mamma Mia
Best piece of advice to someone looking for a career at Google?
If you’re interested in a career at Google, deep dive into the different career paths and pinpoint the space you want to join. When you know your space, you’re likely to identify the skills you need to develop.
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Alexander Zverev (x3)
Marin Cilic (x5)
John Isner (x8)
Group Lleyton Hewitt
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Kevin Anderson (x4)
Dominic Thiem (x6)
Kei Nishikori (x7)
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Mohammed bin Zayed Majlis
The five pillars of Islam
Know before you go
- Jebel Akhdar is a two-hour drive from Muscat airport or a six-hour drive from Dubai. It’s impossible to visit by car unless you have a 4x4. Phone ahead to the hotel to arrange a transfer.
- If you’re driving, make sure your insurance covers Oman.
- By air: Budget airlines Air Arabia, Flydubai and SalamAir offer direct routes to Muscat from the UAE.
- Tourists from the Emirates (UAE nationals not included) must apply for an Omani visa online before arrival at evisa.rop.gov.om. The process typically takes several days.
- Flash floods are probable due to the terrain and a lack of drainage. Always check the weather before venturing into any canyons or other remote areas and identify a plan of escape that includes high ground, shelter and parking where your car won’t be overtaken by sudden downpours.
The specs
A4 35 TFSI
Engine: 2.0-litre, four-cylinder
Transmission: seven-speed S-tronic automatic
Power: 150bhp
Torque: 270Nm
Price: Dh150,000 (estimate)
On sale: First Q 2020
A4 S4 TDI
Engine: 3.0-litre V6 turbo diesel
Transmission: eight-speed PDK automatic
Power: 350bhp
Torque: 700Nm
Price: Dh165,000 (estimate)
On sale: First Q 2020
If you go
The flights
Etihad and Emirates fly direct from the UAE to Chicago from Dh5,215 return including taxes.
The hotels
Recommended hotels include the Intercontinental Chicago Magnificent Mile, located in an iconic skyscraper complete with a 1929 Olympic-size swimming pool from US$299 (Dh1,100) per night including taxes, and the Omni Chicago Hotel, an excellent value downtown address with elegant art deco furnishings and an excellent in-house restaurant. Rooms from US$239 (Dh877) per night including taxes.
RedCrow Intelligence Company Profile
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Based: Ramallah, Palestine
Sector: Technology, Security
# of staff: 13
Investment: $745,000
Investors: Palestine’s Ibtikar Fund, Abu Dhabi’s Gothams and angel investors
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Director: Ayan Mukerji
Stars: Hrithik Roshan, NTR, Kiara Advani, Ashutosh Rana
Rating: 2/5
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Director: Shazia Iqbal
Starring: Siddhant Chaturvedi, Triptii Dimri
Rating: 1/5
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