Visitors to the 3rd CIIE at the NECC in Shanghai in November 2020 were dazzled by the objects on display at the booth of the Austrian crystal jewellery maker Swarovski. This was Swarovski’s first year at CIEE, alongside nearly 50 other Fortune 500 and industry-leading companies, also participating for the first time.
According to Judith Sun, Swarovski China’s MD, China is the company’s largest and most important market, as well as being the biggest engine of the firm’s global business growth. As Chinese consumers are 10 years younger on average than other world markets, Swarovski has confident plans to increase investment here.
The Swarovski booth featured an impressive panorama display of colour-themed loose crystals, and samples of crystals on fabric and shoes. The necklace worn by Nicole Kidman in the 2000 film “Moulin Rouge” was also on display. However, the most breath-taking items on display were the garments, particularly the little black dress designed by Gaspard Yurkievich, worth around € 20,000.
Perhaps the most interesting items for visitors were the “heritage” objects, including various measurement tools, and the original colour charts invented in the 1960s which are still used today in meetings with designers. There were also some original “crystal envelopes” from the 1930s, which were traditionally used for packaging.
Heighten’s involvement in the project began long before the installation of the exhibits at the NECC. With such a large number of objects, organised into two separate shipments, the Heighten team proved their efficiency and logistics expertise once again.
Heighten was responsible for the safe arrival of both the shipments to the exhibition stand. These were imported on two ATA CARNETS from Swarovski HQ in Wattens, Austria, to Shanghai PVG, and from there to the Expo site. The project involved ongoing liaison with Swarovski HQ, the organising team in Singapore and multiple Chinese teams.
As with all inaugural events on this scale, the project wasn’t without its challenges; notwithstanding the Covid-19 pandemic, which reduced the quantity and reliability of outgoing flights from Austria, the exhibits arrived safely in Shanghai PVG via Liège airport in Belgium. Ongoing changes to the inventory list for the event, as multiple teams worked on the exhibition conent were the reason behind two separate shipments instead of one. Throughout all these challenges, the team at Heighten were on-hand to assist Swarovski in achieving a smooth and successful exhibition experience in Shanghai, and we are looking forward to working with them again in the future.
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