Swarovski Crystal Worlds

Overview

Swarovski Crystal Worlds, known as Swarovski Kristallwelten in German, is an immersive art and experience attraction located in Wattens, a picturesque town just 20 kilometers east of Innsbruck, Austria. Nestled in the heart of the Tyrolean Alps, it offers a captivating blend of art, design, and nature, all centered around the brilliance of crystal. Since its opening, it has become one of Austria's most popular attractions, drawing visitors into a glittering world of imagination and wonder.

History & Cultural Background

The inception of Swarovski Crystal Worlds dates back to 1995, when it was inaugurated to commemorate the 100th anniversary of the Swarovski company, founded by Daniel Swarovski in 1895. Multimedia artist André Heller was commissioned by the founding family to create this extraordinary world, designing it not merely as a museum but as a comprehensive experience that transcends traditional exhibitions. Heller's thematic centerpiece is the iconic Giant, a mythical figure inspired by his childhood imagination of giants in Vienna's Schönbrunn Palace. This Giant is envisioned as having traveled the world, collecting treasures of knowledge and art, which he now guards within the underground 'Chambers of Wonder'. This concept draws a direct parallel to the historical Chambers of Art and Wonders at Ambras Castle near Innsbruck, considered one of the world's first museums, where Archduke Ferdinand II in the 16th century amassed a diverse collection of exotic, precious, and scientific curiosities. Heller reinterpreted this Renaissance idea, transforming the Chambers of Wonder into modern stages for artistic expression using crystal.

What Makes It Special

What distinguishes Swarovski Crystal Worlds is its unique approach to showcasing crystal as an artistic medium and an experience rather than just a product. The entrance itself is striking, marked by the iconic Giant, a grass-covered head with sparkling eyes from whose mouth a waterfall cascades into a black Mirror Pool. Inside the Giant lies the main attraction: the 'Chambers of Wonder'. These are 18 distinct exhibition spaces, each designed by internationally renowned artists and designers who interpret crystal in their own visionary ways. These immersive installations play with light, sound, and movement to create emotive and interactive environments. Examples include the Crystal Dome, a geodesic sphere of mirrors where visitors feel as if they are inside a crystal, and the Silent Light, a fairytale landscape with floating crystalline snowflakes. The expansive outdoor garden also features contemporary art installations, such as the Crystal Cloud, created by Andy Cao and Xavier Perrot. This monumental installation consists of around 800,000 hand-mounted Swarovski crystals, shimmering above the Mirror Pool, creating a breathtaking spectacle, especially as it catches the sunlight.

Stories, Fun Facts & Local Details

The legend of the Giant is central to the identity of Swarovski Crystal Worlds, embodying a guardian of extraordinary treasures collected from around the globe. This imaginative storytelling frames the entire experience, inviting visitors to embark on their own journey of discovery. A significant expansion in 2015, on the occasion of Swarovski's 120th anniversary and Crystal Worlds' 20th anniversary, nearly doubled the attraction's area from 3.5 to 7.5 hectares. This expansion introduced new features like the Play Tower and the Carousel, adorned with 15 million Swarovski crystals, offering a whimsical experience for all ages. During the 2014-2015 renovation, Roman wall remains and a cache of coins were discovered, adding an unexpected layer of ancient history to the site. The Crystal Cloud, with its 800,000 hand-mounted crystals, is recognized as the largest artwork of its kind in the world, creating a unique luminous effect. Furthermore, some Chambers of Wonder have featured works inspired by or attributed to famous artists like Andy Warhol and Salvador Dalí, showcasing the diverse artistic dialogue fostered by the space.

Visitor Perspective

For the curious traveler, Swarovski Crystal Worlds offers an experience designed to engage all senses and appeal to a wide audience, from art enthusiasts to families. Visitors can wander through the magical Chambers of Wonder, exploring diverse artistic interpretations of crystal. Beyond the indoor exhibits, the meticulously designed garden landscape provides ample space for relaxation and discovery, featuring unique installations, a children's play area, and the impressive Play Tower for younger explorers. The site also includes the Daniels Kristallwelten restaurant, offering seasonal cuisine, and a Crystal Bar for refreshments, making it possible to spend several hours or even a full day exploring. The entire experience is crafted to surprise, touch, and inspire, transforming perceptions of crystal into a living, breathing adventure. Shuttle services are available from Innsbruck city center, making the attraction easily accessible for those without a car.