Swarovski Museum
Crystal Worlds Swarovski
With over 7 million visitors, the Swarovski Crystal Worlds Museum will be expanded and rebuilt in autumn 2007 under the artistic direction of André Heller.
Christian Oberleiter, head of the museum's marketing department, spoke about the details and reasons for these changes.
Christian Oberleiter, Head of Marketing, Swarovski Crystal Worlds Museum Since its opening in 1995, the Swarovski Crystal Worlds Museum has been a kaleidoscope of continuous transformations, the appearance of its “Giant” has also constantly changed, and its crystal facets have become richer and more diverse. The organizers of the exhibition in their plans initially proceeded from the calculation of 200.000 visitors per year. Even the most daring optimists could not imagine that the annual attendance of the exposition in the first year of its operation will be 600.000 people. In 2003 Crystal Worlds was doubled in size and we are currently in the final stages of the next expansion of the exhibition.
The centerpiece of this renovation is the opening of a new store. From December 1, a new trading floor of even larger dimensions will appear in a completely new, architecturally unique splendor. The author of this project is the famous English architect Terence Conran. Many underground "halls of miracles" will also be transformed, revealing more and more magical facets of crystal to visitors.
