Listen to this article

Swarovski will open its first Crystal Studio digital concept store at the Mall at Short Hills on Friday.

Digital aspects integrated into the 883-square-foot brick-and-mortar are designed to address the retail behavior of millennial and Gen Z consumers, like interactive tablets that provide styling tips and an augmented reality feature where customers stand in front of a screen and “try on” a Swarovski tiara.

A focal point of the new store is the Sparkle Bar, an immersive station where in-store personnel can help customers curate looks and explore product ranges virtually.

“The new Swarovski retail concept truly puts consumers at the center: inviting them to experiment and style their sparkle with our products, giving them the opportunity to mix and match, like in a creative studio, but in an environment designed to integrate physical and digital dimensions,” said Michele Molon, executive vice president of omnichannel and commercial operations in a statement. “We are breaking the traditional distance between staff and customers, facilitating an interactive and continuous dialogue with them.”

Large screens in the store will display inspirational visuals and seasonal brand and campaign content, all aimed at creating a contemporary, immersive in-store experience.

“[W]e believe we have created a memorable in-store experience for everyone,” said Chairman of the Executive Board and CEO Consumer Goods Business Robert Buchbauer in a statement.

Swarovski opened its inaugural Crystal Studio concept in Milan early last year, and has since opened locations in Paris, Beijing, Shanghai, and South Coast Plaza, Cali. The glass cutter has plans for additional locations domestically and internationally this year.

The Short Hills location opens to customers Friday at 11:30 a.m. It will be open weekdays from 10 a.m. to 9 p.m., Saturdays from 10 a.m. to 8 p.m., and Sundays from 11 a.m. to 6:30 p.m.