Swarovski is known for their shimmering designs, and didn't disappoint with their three-stories-tall Lake of Shimmer, displayed at Baselworld 2009.
The Lake of Shimmer uses remote-controlled mirrors that shine like a crystal (appropriately). The design was created by Tokujin Yoshioka and makes for a great, dramatic art installation that also sells the Swarovski designs.
Implications - Putting their product to a decidedly creative purpose was definitely a smart move for Swarovski because it reinforces the allure and the awe of their brand without overtly stating or selling it. By seeking to inspire and impress rather than to preach, subtle marketing stunts like this sneak past consumer's traditionally inherent distrust of blatant advertising messages.
Mirrored Lakes
Swarovski's Lake of Shimmer Reflects a Shine on Shoppers
Trend Themes
1. Crystal Displays - Companies can explore creating eye-catching crystal installations to showcase products and reinforce brand allure.
2. Remote-controlled Mirrors - Incorporating remote-controlled mirrors in product displays or installations can enhance the dramatic effect and draw consumer attention.
3. Subtle Marketing Stunts - By seeking to inspire and impress rather than sell, companies can utilize subtle marketing stunts like creative product displays to bypass consumer distrust of overt advertising messages.
Industry Implications
1. Jewelry - Jewelry companies can use crystal installations and remote-controlled mirrors in their displays to draw consumer attention and reinforce the allure of the brand.
2. Interior Design - Interior designers can incorporate remote-controlled mirrors and crystal displays to create dramatic and eye-catching installations for homes and commercial spaces.
3. Art - Artists can explore the use of remote-controlled mirrors and crystals in their installations to create visually striking pieces that play with light and perspective.