Swarovski brings its almost 130 years of crystal and fashion to Milan

After its global premiere at the Museum of Contemporary Art in Shanghai last September, the travelling exhibition "Swarovski - Masters of Light" comes to Milan, its first European stop, where it will be on display until 14 July in the spaces of Palazzo Citterio, an extension of the Pinacoteca di Brera. The exhibition, curated by creative director Giovanna Engelbert and Alexander Fury, tells the story of Swarovski, a maison that is preparing to celebrate 130 years in 2025, since it was founded in Wattens, Austria, by Daniel Swarovski in 1895: it begins with its birth in 19th-century Vienna and continues through to contemporary Milan, where the company opened its new flagship store in Piazza Duomo in April.

Creazione di Philip Treacy in mostra a Milano

The route follows seven key themes, Time Chamber, Masters of Light, Future History, Jewelry Box, Pop Icons, Mathemagical and Diamonds of the Future, the latter dedicated to the launch of the Galaxy collection, Swarovski's first made with laboratory diamonds. On display are some 60 creations showcasing Swarovski crystals, signed by Prada, Atelier Versace, Gucci, Louis Vuitton, Alexander McQueen and Armani Privé, among others, along with outfits worn on special occasions such as the Met Gala and the Grammy Awards (Harry Styles' harlequin jumpsuit signed Egonlab x Swarovski), as well as hundreds of jewellery creations and the largest crystal chaton ever made.

Il nuovo negozio Swarovski di Piazza Duomo a Milano

"Milan, as the capital of fashion, luxury, design and culture," said Alexis Nasard, ceo of Swarovski since 2022, "was the perfect destination to present this project, and the collaboration with Pinacoteca di Brera gave us the opportunity to exhibit the Swarovski universe in the extraordinary setting of Palazzo Citterio, thus underlining our unique savoir-faire and our contribution in the cultural sphere. The company has in fact donated EUR 550,000 to the museum.

A pop-up store and a Café signed by chef Carlo Cracco will complete the exhibition experience. Swarovski is today a company with almost 17,000 employees and a presence in 140 countries with 2300 shops. Headed since 2022 by CEO Alexis Nasard, the first chosen from outside the founder family, who is leading its repositioning towards luxury, its revenues are close to €2 billion.