Welcome To Swarovski’s Undiscovered Wonder World Where Art Meets Sparkle
Amid the snow-capped mountains of the Tyrol, a fabled giant guards original works by Yayoi Kusama and Andy Warhol in a fantasyland for the creative and curious. Introducing Swarovski Kristallwelten…
Once upon a time, there was giant who yearned to see all the wonders of the world. Collecting them one by one, his voyage of discovery ended in Wattens in the Austrian state of Tyrol, the birthplace of Swarovski, where he’s watched over them ever since. This was the narrative multimedia artist André Heller developed to celebrate Swarovski’s 100th anniversary in 1995, and Kristallwelten was born.
Inspired by the Chamber of Art and Wonders – Kunst und Wunderkammer – the cabinet of curiosities created by Ferdinand II, Archduke of Austria, sovereign ruler of the County of Tyrol and Further Austria at Ambras Castle in the 16th century, each treasure is housed in a modern-day Chamber of Wonder, with 18 to date. These include works by artists, designers, and architects such as Yayoi Kusama, Lee Bul, Brian Eno, Manish Arora, and James Turrell, all exclusively commissioned to interpret crystal in their own creative universe. Other luminaries present include Salvador Dali, Andy Warhol, and Keith Haring, all carved into the mountainside under the watchful gaze of the giant.
That’s the fairy tale. The fact of the matter is that having drawn over 16 million visitors from over 60 countries around the world so far, Kristallwelten lies at the intersection of a theme park, an art institution, a tourist attraction, and a Swarovski shopportunity, effortlessly living up to all these descriptions while simultaneously being so much more. “It was a visionary view that Kristallwelten offered a brand experience where you can really be immersed in different aspects of the crystal lifestyle whether it’s excellent cuisine, events, retail, art and culture,” reflects Swarovski Kristallwelten Managing Director Stefan Isser.
“We really want to show the world hat crystal is a material in its own right, that crystal is a great source of inspiration for many creatives in the world, and to tell all our stories about the endless possibilities of crystal interpretation.”
That this unassuming Austrian destination holds a dynamic collection of world-class art that next to nobody knows about can be credited to Carla Rumler, Cultural Director of Swarovski and Curator of Swarovski Kristallwelten. “For our visitors, the significance of art at Kristallwelten mostly comes as a surprise. People will not expect to find artworks from Yayoi Kusama, or Lee Bul,” she admits. Why? “Let’s say Kristallwelten was not created to be an art museum in the beginning. It was conceived to be a very hybrid, unique place for people to see the endless creativity with crystal. Nobody actually had a clear idea,” she reveals. “So when they trusted me with its future, I thought we should go in a very unique way. We are not a design museum, we are not an art gallery, but we are an amazing mix of a brand and an artistic experience for everybody – for art lovers, for our B2B clients, and for guests of any age. Again, that’s the beauty we are working with which gives us this freedom”.
Carla continues, “We have to look at the future of Kristallwelten as being more open, because the potential of the medium of crystal is so enormous. No other product is so context-free, and in the right hands, incredible creations can be crafted. If you ask me, I would take it in more of an art museum direction but always accessible, always understandable, never too abstract.”
Crystallising this desire – as if by magic – is Umbra by James Turrell, Kristallwelten’s newest Chamber of Wonder. Of his 50-year career devoted to experimenting with natural and artificial light which includes 20 solo exhibitions in 22 countries, the American artist shares, “I like working with light, and using it in a way that one physically feels how the presence of light occupies a space. I want to use sunlight, moonlight and starlight to give a work of art more power.” This atmospheric light installation is James Turrell’s latest Austrian icecapde and follows Skyspace Lech – a walk-in concrete cupola hidden high up in the alpine landscape – one of 86 chambers of its kind around the world with an aperture in the ceiling open to let daylight flood in. “It is an absolute honour to welcome James Turrell’s work to Swarovski Kristallwelten,” exclaims Carla. “Light breathes life into crystal and ignites its magic. James Turrell’s understanding of light and its application in its most elemental form presents the viewer with an immersive experience. If you dare to be open to the enormous power light holds, Umbra will affect you emotionally and physically.”
James adds, “I am very much taken to how light works in crystal. Umbra is about the light that is in the soft shadow. In a lunar eclipse, you have the soft light as opposed to the very strong light that you saw reflected off the moon. This is a kind of light that is very soft and filling that I love. If you are looking at this piece, it is not about the light that surrounds the edge, it is the large expanse or panorama of this very soft light that actually comes from the reflection in the room.”
Another new Chamber of Wonder dazzling audiences for resolutely different reasons is The Art of Performance, an unbridled celebration of Swarovski’s longstanding relationship with Hollywood. It’s curated by wardrobe and jewellery designer Michael Schmidt who counts Madonna, Cher, Beyoncé, Lady Gaga, Rihanna, Janet Jackson, Debbie Harry, Dita Von Teese, Dolly Parton, and Tina Turner among his celebrity clients.
On display are original outfits worn by Elton John, Cher, and Dita von Teese and recreations of Marlene Dietrich’s 1932 Blonde Venus tuxedo, which was the first time Swarovski appeared in film, a replica of the dress Marilyn Monroe wore to sing Happy Birthday to John F. Kennedy, and Katy Perry’s 2019 Met Gala Moschino Chandelier gown, as well as pieces worn by Beyoncé and Lady Gaga, all soundtracked by the artists’ best-loved hits.
“As a creative, utilising Swarovski crystal gives you infinite opportunities to express yourself. When you think about all the impactful moments throughout cultural history that Swarovski has been a part of, it’s truly incredible. From Dorothy’s ruby slippers and Michael Jackson’s glove to Simone Biles’ attire when winning all her gold medals, these moments are all covered in Swarovski crystal.”
According to Carla, “In the DNA of Swarovski, working with creatives is very deeply rooted. It’s multifaceted,” she points out, pun intended. “We have jewellery, we have clothing, we have couture, we have the most incredible people who only work with us. Maria Callas only wanted our jewels on stage. Our archive is so rich! I think it’s richer than what anyone else would think it could be, especially for a company with one product.”
Umbra and The Art of Performance take their place among 16 existing Wunderkammer that include: Chandelier of Grief, Yayoi Kusama’s poignant Swarovski-strewn infinity room; Jaime Hayon’s Carousel, a spellbinding merry-go-round adorned with 15 million crystals against the astonishing backdrop of the Karwendel mountains; British musician Brian Eno’s experimental 55 Million Crystals; and gregarious Indian fashion designer Manish Arora’s joyful Ready to Love.
As the architect of this fantastical world of pure imagination, and someone whose role revolves around commodifying wonder, does Carla still believe in its potency herself? “Yes,” she affirms, “in wonder and dreams and in values. It’s more important than ever to live with values because what else remains? To believe in dreams, believe in yourself.” Yet for Carla, the only panacea that holds more power than wonder is art. “Go and live with art,” she insists. “It doesn’t matter what you do, have art into your life. It’s good for your soul. Even if you don’t understand it, it feeds your spirit and sharpens your awareness. I think this is true. It’s true for me.”
From Harper’s Bazaar Arabia’s February 2023 issue.