Vienna’s Swarovski Crystal Worlds Sparkles in Toronto

AMpm Canada, Armando Mendonça, introduces David Zipperle, head of Global Tourism Competence Center, Swarovski Kristallwelten (Crystal Worlds) in Austria, with an interactive luncheon for top travel advisors and trade media who were treated to a three-course meal – dessert was Apple Strudel, naturally – an art- and information fueled presentation and an opportunity to create their very own piece of jewellery using Swarovski crystals.

Swarovski Crystal Worlds is so much more than one of the largest Swarovski stores in the world. The attraction, one of most visited in Europe, is a combination of expansive green spaces and adventure playground in view of snow-capped Tyrolean mountains, a black-and-white carousel, art galleries with 15 permanent exhibits, award-winning dining from Daniels Kristallwelten by DoN and a shopping experience that combines retail with a museum of a curated Swarovski collection of items.

Only 15 minutes from Innsbruck, it’s closest to Munich’s international airport and a two-hour train ride from Vienna. Swarovski Crystal Worlds is located in the town of Wattens, and the attraction also provides transfers on its electric buses from Innsbruck – the cost of the ride is included in the Innsbruck Card, a visitor’s card that is like a passport to public transportation, attractions and events for one reasonable price.

And although you may think all this crystal might not be conducive to children, the designers of the attraction have treated them like VIPs. Between the Playtower and Playground outdoors and the interactive exhibits inside the gallery and museum spaces, kids of all ages will have plenty of creative play time.

When visitors arrive, they are greeted by the Giant – the gateway to the Exhibitions of Wonder and the retail shop. “Giants are important figures in Austrian fairy tales,” his head is covered with moss and his face, embedded in a hillside, is crafted from hundreds of crystals, with a waterfall cascading from his mouth. Right away, you can sense that everything here is set with a whimsical purpose.

Renowned artists such as Yayoi Kusama, James Turrell and Mexican/Canadian Rafael Lozano-Hemmer are currently exhibiting their works, inspired by the light and colour that also informs the designs at Swarovski. Permanent exhibits include “Silent Night,” the late Alexander McQueen’s take on winter magic in a room set at -10C, to keep it cool all year round, as well as “The Art of Performance,” where you can spot Marilyn Monroe’s famed gown (Kim Kardashian borrowed it for New York City’s Met Gala) in which she sang Happy Birthday to then president John F. Kennedy, along with outfits and props from numerous Hollywood films, including Rocket Man and Cinderella’s glass slipper. Fun fact: the glittering crystal curtains on the Academy Awards Oscars’ stage were made by Swarovski.

And there’s more. Swarovski is celebrating its 130th anniversary, “130 Years of Joy.” Special, limited-edition designs, including the brand’s iconic swan emblem, will be available as part of

the initiative. The Vienna Collection, designed by Swarovski global creative director Giovanna Engelbert, is particularly meaningful, with what the designer describes as an abstract interpretation of the house emblem where “architectural feather-like forms balance kinetic energy with extraordinary grace and beauty.” And at the Swarovski Creators Lab, there are collaborations with equally iconic brands and designers, such as Puma footwear, Oakley eyewear and Off-white fashion.

“Swarovski Crystal Worlds is your guests’ chance to experience the brand at the place of its origin,” it’s a fantastical way to spend a day – with outdoor installations such as the Crystal Cloud, which looks like a series of clouds elevated over a reflecting pool, made from approximately 800,000 crystals, guests can’t help but be captivated. Whether visiting during the winter months après ski, or during the summer, there are special events and spectacular annual festivals all year round that even the locals mark on their calendars as a must-do.

Travel advisors can secure perks and bonuses for their FIT clients, group bookings and even MICE, at Swarovski Crystal World in Wattens, and also at the company’s retail stores in Innsbruck and Vienna. For more information, visit Swarovski Kristallwelten B2B Offers | Groups, FITs, and MICE.