Swarovski CEO Markus Langes-Swarovski, is hugely proud of Swarovski Kristallwelten (Crystal Worlds) and the attraction it brings both to the brand and to the home of Swarovski – Wattens, Austria. However, he felt that Kristallwelten, which sits in a fairly remote rural area, needed to be more visible to travellers in the region. 

As part of our ongoing brand work with Swarovski Kristallwelten, we were invited to develop a sign that would give more obvious and visible wayfinding for Kristallwelten, with an allowance of approximately 8m in height to ensure visibility from the main road. 

The brief was to create a new Vegas-style road sign that would be in line with the brand and serve the purpose of promoting the Kristallwelten in general, but Daniels restaurant and Music Club specifically, being standalone venues for both locals and visitors.  

We came up with a design that combines the concept of Kristallwelten with the existing Daniels logo, to draw attention to the restaurant and club, with the “taste the sparkle” tagline linking it to Swarovski.

The huge road sign is designed with lettering, font and colours in keeping with Vegas-style concept; encrusted with tiny lights that give the impression of hundreds of Swarovski crystals, while three individual light boxes can be switched on and off to focus on different elements and to promote different offers at various times of day, e.g. Breakfast, Lunch and Dinner or Music Club. 

Swarovski loved the sign and there’s now no chance of missing the turn-off to Swarovski Kristallwelten!