Swarovski Crystal Worlds, located about 20 minutes from Innsbruck, Austria, is an enchanting world filled with sparkle. Read on for what you can experience when you visit.
Walking into Swarovski Crystal Worlds, Austria, felt as effervescent and exquisite as a sip of Champagne. Floor-to-ceiling crystals dazzled, and reflections flashed purple and crimson.
At Swarovski Crystal Worlds, visitors learn about the foliage-covered “Giant” tucked into the Tyrolean landscape and what walking into the Crystal Dome feels like. I felt like I’d entered an enchanting land of whimsy and sparkle as I toured Swarovski Crystal Worlds in Wattens, a 20-minute drive from Innsbruck, Austria.
The display, Transparent Opacity, features crystals that resemble shards of ice. Photo by Sherry Spitsnaugle
Swarovski Kristallwelten (Crystal Worlds) opened in 1995 to celebrate the company’s 100th anniversary. Today, the site is Austria’s second-most-popular attraction and welcomes 600,000 visitors a year. (Schloss Schὂnbrunn, a grand palace in Vienna, comes in first.)
When I visited Swarovski Crystal Worlds on a recent trip to Austria, I expected a straightforward museum with artifacts, history, and an emphasis on retail. Instead, I found an innovative, edgy, playful, and artistic immersion into Swarovski’s rich history and popularity. The first thing visitors see when arriving at Swarovski Crystal Worlds is “The Giant,” a large structure covered in foliage built into the Tyrolean Alpine landscape.
“The Giant” welcomes visitors to Swarovski Crystal Worlds. Photo by Sherry Spitsnaugle
Chambers of Wonder at Swarovski Crystal Worlds
In the museum, visitors can explore 18 rooms called “Chambers of Wonder” on a whimsical tour of the iconic brand. When I walked into the Crystal Dome, a geodesic globe made up of hundreds of mirrors, it was as if I had stepped inside a crystal. Endless pocket-sized reflections inside the sphere surrounded me, and fractured images of myself and others bounced back everywhere I turned.
Being in the Crystal Dome at Swarovski Crystal Worlds feels like being inside a crystal. Photo by Sherry Spitsnaugle
For two hours, I wandered from chamber to chamber, each with a different aroma piped in to evoke what the designers wanted to depict. One room smelled of flowers, while another hinted at damp earthiness.
Silent Light
In the “Silent Light” space, temperatures hovered at freezing, with snow falling over crystal trees in an icy forest setting. Temperatures can drop to as low as 14 degrees Fahrenheit in this space. I felt as if I had been transported to my home in Colorado on a sunny winter morning after fresh snow had fallen and the landscape looked drenched in diamonds. The tree at the center of “Silent Light” glistened with 150,000 Swarovski crystals. One person in my group described the installation as breathtaking.
In another area, an installation called Heroes of Peace lets visitors listen to stories from people who have either won the Nobel Peace Prize or dedicated their lives to peace. I watched and listened as life-sized projected holograms of Dr. Martin Luther King, Albert Einstein, Nelson Mandela, and John Lennon spoke. The setting was so realistic that I felt each one of them spoke directly to me.
Swarovski Sparkles the Brightest
My favorite installation was “The Art of Performance,” or the Hollywood room, as I heard someone call it. A likeness of Elton John covered in crystals hovered horizontally over a piano, and Dorothy’s crystal-studded, ruby-red slippers glistened under a brilliant light.
Dorothy’s ruby-red slippers glisten. Photo by Sherry Spitsnaugle
A replica of Marilyn Monroe’s famous “Happy Birthday, Mr. President” chiffon gown with thousands of crystals shimmered behind glass. We learned that in 1953, Monroe dazzled the audience in a Swarovski crystal-embellished gown with Swarovski jewelry as she performed the song “Diamonds are a girl’s best friend.”
A replica of the gown Marilyn Monroe famously wore to sing Happy Birthday, Mr. President. Photo by Sherry Spitsnaugle
Our guide explained that stars and wardrobe professionals seek whatever sparkles most, either on stage or in a film, adding that the object that shines brightest is Swarovski.
Working at Swarovski Crystal Worlds is a dream job
Daniel Swarovski founded the company in 1895, and today the family name is a global brand. David Zipperle, my group’s guide, shared that his grandfather worked at Swarovski decades ago.
Zipperle said that as a child, he wasn’t allowed to touch or play with the collection of Swarovski crystals his grandfather kept in the basement. From a distance, the youngster would admire the bedazzling assortment of crystals of all sizes and shapes.
Today, that boy is a young man who is the head of tourism and sales for Swarovski Crystal Worlds. “It’s a dream job for me,” Zipperle said. He beamed as he guided us through rooms named Winter Wonderland and Eden, proudly sharing Swarovski’s story.
The display, Studio Job Wunderkammer, brims with color. Photo by Sherry Spitsnaugle
Before arriving at the retail shop, we went through the Ice Passage, which initially seemed to be a hallway from one room to the next. As I walked, the floor lit up where I had stepped, and crystalline tracks showed my path. Ice-cracking sounds matched my steps, as if I were walking across a frozen surface as I moved down the corridor.
Heaven for Crystal Connoisseurs
The retail area felt like another installation, with vibrant colors, dazzling displays, and a crystal-covered globe. There’s even a VIP Lounge for the Swarovski Crystal Society collectors’ club. My favorite display was the elegant pink-and-lime-green cups.
Ornate cups are on display in the retail shop at Swarovski Crystal Worlds. Photo by Sherry Spitsnaugle
Innsbruck
After my tour in Innsbruck, I strolled the cobblestoned paths in Old Town and came across a Swarovski store.
Innsbruck is a 20-minute drive from Wattens, the location of Swarovski Crystal Worlds. Photo by Sherry Spitsnaugle
While smaller than Swarovski Crystal Worlds, the shop in Innsbruck has the same style and superior service. “Good afternoon, madame,” a gentleman dressed in a dark wool suit greeted me when I walked in. “Welcome to Swarovski.”
An installation of a water-lily landscape made from 800,000 crystals rose through the center of the two-level store. A cascading chandelier cast a glamorous glow, and the staircase glistened with 20,000 crystals.
Shoppers can even settle in at the upstairs bar and sip a flute of bubbly. After my day at Swarovski Crystal Worlds, where everything sparkled, a glass of Champagne seemed like the perfect plan.
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Where to Stay If You Visit Swarovski Crystal Worlds
Overnighting in Innsbruck is an excellent option if you plan to take in the sparkle, elegance, and wonder at Swarovski Crystal Worlds. The Alps surround the picturesque town, home to two Winter Olympics and the capital of Tirol.
From Innsbruck’s main train station, you can take a shuttle to Swarovski Crystal Worlds. The shuttle runs four times a day, round trip. You can easily spend a full day at Swarovski Crystal Worlds, and the on-site restaurant is excellent. Three lodging options in Innsbruck are AC Hotel Innsbruck, ADLERS Hotel, or Hotel Das Innsbruck. Each is conveniently located near the Old Town.
Another lodging option is the world-class Alpin Resort Sacher Seefeld-Tirol, a 35-minute drive to Swarovski Crystal Worlds. Alpin Resort Sacher is about a two-hour train ride from Munich and Zürich and approximately a six-hour train ride from Vienna.
When planning a trip to Austria or neighboring Germany, let Wander With Wonder inspire you.
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