PARIS – Swarovski is lighting up the City of Light as the sponsor of the holiday decorations on the Avenue des Champs-Élysées.
It’s the first brand to pair its sponsorship of the lights with a pop-up directly on the avenue, sitting at the foot of the Arc de Triomphe.
The pop-up anchors the house’s 130th birthday celebrations and highlights the brand’s ties to the French capital. It also lays the groundwork for the brand’s expanding footprint, as Swarovski plans to open a new flagship on the avenue in summer 2026.
“This pop-up is truly unique; we are the first brand ever granted the opportunity to set up at the foot of the Arc de Triomphe. It is a magnificent showcase allowing us to highlight our heritage, our craftsmanship, and our boundless creativity,” Swarovski general director, France and Benelux, Myriam Batoni told WWD.
“This initiative is also a way for us to pay tribute to Paris,” she said. “Swarovski has always maintained a special relationship with the city of Paris. Our founder, Daniel Swarovski, presented his crystal stones to couturiers as early as the beginning of the 20th century. We are also a long-standing partner of ANDAM and continue to support emerging talent and, of course, our crystals still grace the runways of many Parisian fashion houses today.”
For Swarovski, the dual initiative marks a symbolic return to a city central to its history. Founder Daniel Swarovski introduced his innovative crystal-cutting technique at the Exposition Universelle in 1900 and soon became a supplier to leading Parisian couture houses.
The new pop-up, located at 1 Place Charles de Gaulle, is inspired by the brand’s signature octagon and showcases jewelry and home decor, including the Vienna Collection by creative director Giovanna Engelbert. Visitors can personalize gift boxes and explore Paris-exclusive items, such as a clear-crystal Eiffel Tower figurine.
Built from modular containers designed for reuse, the structure nods to Swarovski’s sustainability commitments. The project was developed with the Comité Champs-Élysées over nearly a year.
“This collaboration is a subtle blend of trust and expertise,” she added. “Partnering with the Champs-Élysées Illuminations was an obvious choice for us, as crystal and light are inseparable.”
The pop-up will run until Dec. 26.