Swarovski Milan Design Week Tram Activation.

SDD25/14_05: Swarovski has reimagined the retail experience at Milano Design Week with a traveling installation that blends design, movement, and immersive storytelling. Housed within a historic Milanese tram, the activation is a celebration of the brand’s Idyllia collection, featuring intricate floral and fauna motifs across both jewellery and home décor. Fully wrapped in vibrant crystallized flowers and butterflies, the emerald green tram offers a captivating journey through the city, showcasing Swarovski’s ability to turn everyday spaces into magical brand experiences.

Passengers are treated to more than just a scenic ride, on board, guests can indulge in specially crafted delicacies and take part in hands-on floral workshops, where they create bouquets inspired by the brand’s signature palette and the whimsical Mathemagical Garden concept. It’s a bold example of mobile visual merchandising, where the tram becomes a moving canvas for Swarovski’s creative vision, allowing guests to engage with the brand in an entirely new way while gliding through the streets of Milan.

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