Shining New: Nadja Swarovski talks about the all new Atelier Swarovski Home
APR 27, 2016 | By as told to Pramiti Madhavji
As always, the recently concluded Salone del Mobile was filled with new launches, products and collaborations. One of the many that stood out was Atelier Swarovski Home, a luxury label that has a range of accessories designed in collaboration with luminaries from the art, architecture and fashion worlds. Nadja Swarovski spoke to us about its idealogy and future plans.
ELLE DECOR: What was the vision behind Atelier Swarovski Home?
Nadja Swarovski: Atelier Swarovski jewellery, which we started in 2007, is all about embracing cutting edge baubles. Also with the heritage of (avant-garde lighting and design label) Crystal Palace and with amazing designers who work there, we thought about how we could evolve and re-introduce it. That’s how we came up with the hybrid of both brands, Atelier Swarovski Home.
ED: What was the general brief given to each of the illustrious designers?
NS: The mission was to come up with a collection that’s affordable as well as small enough to fit in a home. Each designer created something that is functional or decorative and the design must contain crystal and another material. Some of these products have a combination of marble, metal, resin and various other media. I think the juxtaposition of these materials makes each design more special and really pop more.
While Aldo Bakker combined crystal with marble in his creation, Fredrikson Stallard’s piece is actually only crystal but in its rawest form. Tord Boontje in his design, incorporated precious stones onto glass, resin and Corian. Zaha’s stunning piece is also crystal and metal… so for us, Atelier Swarovski Home is an amazing opportunity to showcase the cutting edge technology.
ED: What are your plans for this brand?
NS: We want to try to make this collection region specific. While we started this collection which is a little bit more European, we are certainly planning on a North American line and an Asian range. We will do the same thing as we do with fashion or jewellery, where we embrace local design talent, and we’ll try to do this twice a year.
Also read: Swarovski crafts the stage for Oscars 2016