Ruqayyah Snyder
Swarovski Crystal Worlds, also known as Swarovski Kristallwelten, is a brand experience in the Austrian Alps that showcases the brilliance and beauty of Swarovski Crystals. It is located in Wattens, Tyrol, about 20 kilometres east of Innsbruck. The Swarovski company was founded in 1895 by Daniel Swarovski, Armand Kosmann, and Franz Weis, who established a crystal-cutting factory in Wattens to take advantage of the local hydroelectricity for energy-intensive grinding processes. The Swarovski Crystal Worlds invite visitors to explore the history, innovation, and savoir-faire that define the brand through art installations, exhibits, and a captivating garden.
| Characteristics | Values |
|---|---|
| Location | Wattens, Tyrol, Austria |
| Nearby Cities | Innsbruck, 20 km away |
| Year of Renovation and Expansion | 2014 |
| Reopening Year | 2015 |
| Area | 7.5 hectares |
| Features | The Giant, Crystal Cloud, Playtower, Daniels Kristallwelten (restaurant), Sparkling Chambers of Wonder, Garden, Labyrinth, Carousel, Exhibition Spaces, The Chambers of Wonder, The Art of Performance Chamber, Store |
| Visitor Count (2009) | 680,000 |
| Visitor Count by Country (2009) | Germany (26%), Austria (13%), Italy (11%), India (8%), China (5%) |
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What You'll Learn
Swarovski Crystal Worlds
The grounds of Swarovski Crystal Worlds are divided into indoor and outdoor sections. The outdoor section includes a large garden with contemporary art installations, such as the Crystal Cloud, designed by Andy Cao and Xavier Perrot, which consists of around 800,000 hand-mounted Swarovski crystals. The garden also features a reflecting pond, a green labyrinth designed by André Heller, and a black-and-white carousel designed by Spanish designer Jaime Hayon.
The indoor section, located inside the Giant, includes 18 Chambers of Wonder, with artistic interpretations of crystals by internationally renowned artists, designers, and architects such as Brian Eno, Tord Boontje, and Salvador Dalí. The chambers feature unique experiences such as Silent Light, a snowy chamber, and The Art of Performance, showcasing Swarovski's history in Hollywood. The indoor section also includes exhibition spaces inspired by historic chambers of art and curiosities.
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Tyrol and Wattens
Swarovski Crystal Worlds is located in Wattens, in the Tyrol region of Austria. The area is known for its natural beauty, with snow-covered mountains and green hills. Wattens is also home to the Himmelreich open-air museum, which showcases the excavations of a settlement from prehistoric times. The village is easily accessible by bike, as the famous Inn cycle path from Innsbruck to Passau runs through it.
The Swarovski Crystal Worlds is a brand experience that showcases the brilliance and beauty of Swarovski Crystals through art installations, exhibits, and a garden. The attraction includes the Chambers of Wonder, which feature interpretations of crystals by internationally and nationally recognised artists, designers, and architects. The grounds are divided into outdoor and indoor sections, with the indoor museum consisting of rooms decorated with Swarovski crystals, some of which are interactive.
The outdoor section of Swarovski Crystal Worlds features a large garden with installations such as a reflecting pond and a labyrinth. The garden also includes the "Crystal Cloud", made up of 800,000 crystals, and a playtower. The overall area of the attraction is 7.5 hectares, with new features added during a renovation and expansion in 2014.
The Swarovski Crystal Worlds store is one of the largest in the world, offering a unique fusion of shopping and art installations. The experience celebrates the history, innovation, and savoir-faire that define the Swarovski brand. The Wattens location is especially popular during the summer, when the Roncalli Circus provides entertainment and the Tyrolean Fairytale Dream Worlds come to life in the mystical fairytale forest.
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The Giant and the Garden
Swarovski Crystal Worlds, or Swarovski Kristallwelten, is located in Wattens, Tyrol, in the Austrian Alps. It is a brand experience that showcases the beauty and innovation of Swarovski Crystals through art installations and exhibits. The centre, which is fronted by a grass-covered head with a fountain emerging from its mouth, has both indoor and outdoor sections. The outdoor section includes a large garden, the Garden of the Giant, which features contemporary art installations such as the Crystal Cloud, made up of 800,000 crystals, and a reflecting pond. The indoor section, inside the Giant, includes exhibition spaces and the Chambers of Wonder, where artists have interpreted crystal through their own unique creations.
The Garden of the Giant is a 7.5-hectare park landscape that surrounds the iconic Giant. It features unparalleled art installations and new structures, created in collaboration with artists and architects from around the world. One notable installation is the black-and-white carousel designed by Spanish designer Jaime Hayon. The monochrome design, made of 15 million Swarovski crystals, stands out against the greenery of the garden.
The garden also includes a green labyrinth in the shape of a hand, designed by André Heller, which invites visitors to explore and play hide-and-seek. Other features include a play tower, trampolines, and a climbing net, making it a fun and interactive experience for children and families. The indoor section, inside the Giant, includes the 18 Chambers of Wonder, which offer a blend of art, nature, and innovation.
The Chambers of Wonder feature artists such as Brian Eno, Tord Boontje, Niki de Saint Phalle, Jim Whiting, Keith Haring, Andy Warhol, Salvador Dalí, and Yayoi Kusama, each offering their own unique interpretation of crystal. One highlight is the Silent Light chamber, an icy room with snow all year round. Another is The Art of Performance chamber, which showcases the history of Swarovski in Hollywood.
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The Chambers of Wonder
Swarovski Kristallwelten, or Swarovski Crystal Worlds, is located in Wattens, Tyrol, in the Austrian Alps. It is home to the Chambers of Wonder, a series of exhibition spaces based on the historic chambers of art and curiosities favoured by aristocratic families in the 16th century.
One notable chamber is The Art of Performance, curated by famed wardrobe designer Michael Schmidt and dreamt up by award-winning set designer Derek McLane. This chamber celebrates Swarovski's longstanding relationship with Hollywood and the entertainment industry. It features iconic outfits from screen and stage, including original pieces worn by Elton John, Lady Gaga, Beyoncé, and Dita Von Teese, as well as reproductions of famous costumes like Marilyn Monroe's Swarovski-embroidered Jean Louis dress.
Another highlight is the chamber designed by Spanish designer Jaime Hayon, which features a striking black-and-white carousel surrounded by greenery in the Garden within Kristallwelten. The monochrome design is made of 15 million Swarovski crystals across 12 ceiling panels and 16 wall panels and is illuminated with warm lighting.
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Swarovski history
Swarovski is a company that produces glass sculptures, miniature, jewellery, rhinestones, watches, home decor, and chandeliers. The company was founded in 1895 by Daniel Swarovski, financier Armand Kosmann, and Franz Weis. The company was originally known as A. Kosmann, D. Swarovski & Co. and was later shortened to KS & Co.
Daniel Swarovski was born in northern Bohemia (now the Czech Republic), 20 km (12 miles) from the current Polish border. His father owned a small glass factory, where a young Swarovski served an apprenticeship and became skilled in glass-cutting. In 1892, he patented an electric cutting machine that facilitated the production of crystal glass. In 1895, Swarovski established a crystal-cutting factory in Wattens, Tyrol (Austria), taking advantage of local hydroelectricity for the energy-intensive grinding processes. This factory was home to the first crystal-cutting machines, revolutionizing the jewellery business by creating a method for the mass production of crystals. Swarovski's vision was to make "a diamond for everyone" by making crystals affordable. In 1899, the company first used the edelweiss flower in its logo and expanded to France, where it was known as 'Pierres Taillées du Tyrol' ('Cut stones from Tyrol').
In 1919, Swarovski founded Tyrolit, bringing the grinding and polishing tools from the crystal business into a new market. In 1935, Swarovski's son Wilhelm created a customized pair of binoculars, which led to the launch of Swarovski Optik 14 years later. Swarovski Optik manufactures optical instruments such as binoculars, spotting scopes, rifle scopes, and telescopes. In 1977, Swarovski entered the United States' jewellery market.
Swarovski has continued to innovate and expand its business over the years. In 2012, it was announced that the company would appoint Robert Buchbauer, the great-great-great-grandson of founder Daniel Swarovski, as its new CEO. This marked the first time in the company's history that a member of the fifth generation of the family would lead the business. In 2014, the company underwent a renovation and expansion of its Swarovski Kristallwelten attraction in Wattens, Tyrol, celebrating the company's 120th anniversary. The expansion included new features such as the "`Crystal Cloud` made up of 800,000 crystals, a playtower, and a restaurant.
Swarovski Kristallwelten, or Swarovski Crystal Worlds, is a brand experience in the Austrian Alps that showcases the history, innovation, and beauty of Swarovski Crystals. The attraction features a blend of art, nature, and innovation, including indoor and outdoor sections with art installations, exhibitions, and a garden. It is a popular tourist destination, attracting visitors from all over the world.
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Frequently asked questions
Swarovski Crystal Worlds is located in Wattens, Tyrol, in the Austrian Alps, about 20 kilometres east of Innsbruck.
Swarovski Crystal Worlds offers a blend of art, nature and innovation. The grounds are divided into an outdoor and indoor section, with the indoor museum featuring rooms decorated with Swarovski crystal. Outside, there is a large garden, a reflecting pond, a labyrinth, a play tower and a carousel.
Swarovski Crystal Worlds was founded in 1895 by Daniel Swarovski, Armand Kosmann and Franz Weis. The company established a crystal-cutting factory in Wattens, Tyrol, Austria, to take advantage of local hydroelectricity for the energy-intensive grinding processes that Daniel Swarovski had patented.
Swarovski Crystal Worlds is located near Innsbruck, so visitors can explore the city before or after their visit.
The admission ticket covers both the outdoor and indoor sections of the grounds. Some visitors have mentioned that they received reduced tickets with their Innsbruck card.
