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.