Swarovski Stand, Baselworld 2013 by Tokujin Yoshioka

At BASELWORLD 2013 in Switzerland known as an international trade show of watch and jewellery, the new stand of SWAROVSKI designed by Tokujin Yoshioka was presented.

Tokujin Yoshioka in Stand Swarovski at Baselworld 2013. Image © courtesy of Tokujin Yoshioka.

SWAROVSKI stand is an immense circular stand that covers more than 2,000 m2 over two levels and which is entirely surrounded by a 7 meter high curved wall of 155 meters circumference. This is made of 253,231 reflectors with a mirrored surface that symbolize the facets so characteristic of Swarovski, and on these 60 mm reflectors, 22,856 LED lights were positioned on the Sparkle wall.

In the stand, its watch and fashion jewelry collections are displayed, and it is a poetic reference to Swarovski’s brand signature concept. Visitors enter the world of Swarovski by being veiled with light of luminance and immerse in a bath of light. This fascinating glow also evokes images of a swan on a lake spreading its wings gracefully.

With the great curvature and the dynamic space of lights, the visitors are enveloped in the sparkle and experience the light itself as if entering into the dazzling crystal and expresses Swarovski's ' world of luminance ' with its pursuit of beauty.

To reflect the facade within the stand, there is a crystal wall which would also serve to provide a dividing element from the open stand to the PR/VIP and bar areas. The crystal walls consisting of a total of 34,000 cut crystals used the same geometric, hexagonal shape as per the facade reflector and was produced by Swarovski, Wattens in Austria.

In the interior the stand is furnished with 40 freestanding showcases designed by Tokujin Yoshioka. His inspiration for the design of the showcase comes from the shape of the crystal structure and realized consistently in the hexagon shape of different heights.

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Wall detail. Stand Swarovski at Baselworld 2013. Image © courtesy of Tokujin Yoshioka.

Interior vision. Stand Swarovski at Baselworld 2013. Image © courtesy of Tokujin Yoshioka.

Stand Swarovski at Baselworld 2013. Image © courtesy of Tokujin Yoshioka.

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Tokujin Yoshioka

Tokujin Yoshioka, born in Saga, Japan in 1967. After he graduated Kuwasawa Design School in 1986, worked under Shiro Kuramata and Issey Miyake. He established his own studio, TOKUJIN YOSHIOKA INC. in 2000. His experimental and innovative creations, which transcend the boundaries of art, design, and architecture, are highly evaluated in the world. Including space design and installation for ISSEY MIYAKE, he designed SWAROVSKI's flagship store "SWAROVSKI GINZA". Also, he has collaborated with various leading companies such as Cartier, Hermès, LEXUS, TOYOTA, NTT, and other noted ones.

Since the paper chair "Honey-pop"(2001) has attracted a great deal of public attention, Tokujin produced the chair made by baking fiber structure "PANE Chair - Baking A Bread Chair". Optical glass project started in 2002. Since then, "Water Block", "Chair Disappears in the Rain", the largest optical glass table "Waterfall" have received high acclaim in the world, and "Water Block" is permanently exhibited at Musee d'Orsay, Paris since 2011. He also designed product design such as YAMAGIWA’s lighting “ToFU”, cell phone "MEDIA SKIN" for au design project, and designed logo and packaging for re-branding of Japanese famous skin care bland FANCL. He was selected by the Japanese edition of Newsweek as one of the "100 most respected Japanese by the world", and some of his most important works are exhibited as a part of permanent collections in the world’s well-known museums such as Museum of Modern Art(MoMA) in New York, Centre National d’ Art et de Culture Georges Pompidou, Victoria and Albert Museum, Cooper Hewitt National Design Museum and Vitra Design Museum.

He received prizes such as "Mainichi Design Award, 2001", "Cultural Affairs Section of Government of Japan, Encourage Prize, 2006", "Design Miami, Designer of the Year, 2007", "Elle Deco International Design Awards (EDIDA)/ Designer of the Year 2009", "TOKYO Design & Art ENVIRONMENTAL AWARDS / Artist of the Year 2010", "A&W Architektur & Wohnen/Designer of the Year 2011", and "Maison & Objet/ Creator of the Year 2012".