Very few brands create experiences around their manufacturing hubs. And fewer still manage to distill the essence of the brand into those experiences.
A recent work trip to Austria and Germany threw up some pleasant surprises. First up was the Swarovski Kristallwelten or the Swarovski Crystal Worlds. It turned out to be a magical journey through multiple interpretations of the idea of crystal. Designed almost playfully, the “Chambers of Wonder” as they are called, are exactly that – giving crystals a larger than life persona.
Just a cab ride away from Innsbruck, the Crystal world puts you through a surreal sensory experience for the short time that you are there, but long enough to ensure that you are tempted to take back a piece of the magic with you from the shopping world – one of the largest Swarovski outlets in the world!
The BMW Museum was also quite an experience. Situated in the heart of Munich, the museum is a testament to the technological mastery of the brand chronicling the journey of the marque over the years.
Each of the permanent exhibitions is highly recommended for any one remotely interested in automobiles. But the House of Design is particularly breathtaking as it captures the process of BMW design through multiple interactive installations. The famous Kinetic sculpture designed by the Berlin agency Art+Com truly captures the spirit of the museum – simple & powerful ideas that are bound together by the most sophisticated technology backbone.