Play Tower

Overview

Nestled within the enchanting landscape of Swarovski Crystal Worlds (Swarovski Kristallwelten) in Wattens, near Innsbruck, Austria, stands the captivating Play Tower. This innovative, four-story structure is a testament to imagination and engineering, offering a dynamic space for exploration and joyful discovery for visitors of all ages, with a particular emphasis on children. It is a prominent feature within the sprawling garden area, inviting guests to engage in active play and experience the world of crystal in an entirely new dimension.

Designed by the renowned Norwegian architectural firm Snøhetta, the Play Tower transcends traditional playground concepts, blending seamlessly with the artistic and natural environment of Swarovski Crystal Worlds. It rises 20 meters tall, presenting a striking visual that combines a modern aesthetic with playful functionality.

History & Cultural Background

The Play Tower emerged as a significant addition during a major expansion and renovation of Swarovski Crystal Worlds in 2015. This comprehensive overhaul, costing approximately 34 million Euros, celebrated two important milestones: the 120th anniversary of the Swarovski company and the 20th anniversary of Swarovski Crystal Worlds itself. The aim was to significantly enhance the visitor experience, particularly for families, by expanding the park's offerings.

Swarovski Crystal Worlds, originally conceived by multimedia artist André Heller in 1995 to mark the company's centenary, is a unique 'wonderworld' where art, design, and crystal converge. The 2015 expansion, which more than doubled the attraction's area from 3.5 to 7.5 hectares, introduced several new features, including the Play Tower, the Crystal Cloud, and an expanded restaurant. The inclusion of the Play Tower underscored Swarovski's commitment to creating immersive and engaging spaces that appeal to a diverse audience, fostering creativity and interaction alongside artistic appreciation.

What Makes It Special

What sets the Play Tower apart is its distinctive design and multifaceted experience. Its facade, a creation of Snøhetta, is composed of 160 crystal facets, each uniquely shaped and arranged. These panels are adorned with an innovative pattern featuring millions of tiny animal motifs, subtly linked to the rich history of Swarovski. This intricate detailing creates a shimmering, ever-changing exterior that reflects its surroundings and glows spectacularly at night.

Inside, the tower offers a labyrinth of play across four levels, connected by a unique, 14-meter-high climbing net. This three-dimensional net structure, manufactured by Berliner Seilfabrik, is a highlight, allowing children to climb freely and explore an expansive internal landscape. At 97 cubic meters, it is noted as the largest indoor spatial net ever installed, providing diverse movement opportunities and challenging psychomotor abilities. The design also ensures transparency, offering clear views from the inside out, allowing parents to observe their children's adventures while providing young explorers with vistas of the surrounding Tyrolean Alps.

Stories, Fun Facts & Local Details

The Play Tower is more than just a playground; it's an architectural marvel that tells a subtle story. The choice of 160 crystal facets for its exterior mirrors the precision and brilliance associated with Swarovski's core product. The animal motifs printed on these facets hint at the natural inspiration often found in crystal designs and the broader biodiversity of the Tyrolean region, grounding the fantastical structure in its local context.

A fun fact for visitors is the collaborative effort behind some of the internal play elements. Modules developed in partnership with Ravensburger Freizeit und Promotion GmbH offer interactive games like a sliding puzzle of 'The Giant' (the iconic entrance figure of Swarovski Crystal Worlds) and an animal memory game, adding layers of engaging play. The ability for children and parents to find hammocks on the fourth level for a moment of shared relaxation after active climbing adds a thoughtful touch to the design, blending energetic play with quiet contemplation.

Visitor Perspective

From a visitor's perspective, the Play Tower is an irresistible magnet within Swarovski Crystal Worlds. It provides a crucial outlet for younger guests to burn off energy and engage in physical activity, complementing the more contemplative 'Chambers of Wonder' and artistic installations. Children are encouraged to climb, swing, slide, and even experience a sensation of 'floating' within its innovative net system.

Parents appreciate the design that allows for supervision while their children explore the different levels. The tower's integration within the larger garden, alongside other family-friendly attractions like the carousel and the innovative outdoor playscape, ensures a full day of varied entertainment. It truly embodies the vision of Swarovski Crystal Worlds as a place for all senses, where imagination is sparked, and memorable family experiences are created amidst the sparkle of crystal and the beauty of nature.