Thursday, October 24, 2019

Tivoli partners with Global Crystal brand Swarovski to spread sparkle this Christmas

The global crystal producer, Swarovski is joining forces with Tivoli for this year's Christmas season, delivering the biggest Christmas partnership yet within Scandinavia. In addition to establishing a pop-up shop in cooperation with, for the first time in Tivoli for the Christmas season, an almost 10-metre-tall Christmas tree will be adorned with Swarovski crystals amounting to DKK 1 million. The tree will stand by the fountain in front of Nimb Hotel and, with its 3,000 crystals, will be one of the new features of Christmas in Tivoli from 16 Nov. 2019 until 5 January 2020.

Swarovski, a company founded in Austria in 1895, is famous for its award-winning high-quality crystal jewellery, decorative art and lighting products. With about 3,000 shops divided among 170 countries, it is a truly global enterprise and last year generated annual revenue in the region of EUR 3.5 billion., a premium-luxury webshop and members club, based in Copenhagen, with carefully selected brands for the sophisticated and quality conscious consumer. Offering unique and exclusive benefits for its members as well as highly inspiring content. 

Christmas tree with 3,000 sparkling crystals in front of Nimb

A spectacular sparkling Christmas tree sparkling with over 3,000 crystals worth about DKK 1 million will stand tall in front of Nimb Hotel. This is the first time Denmark sees the splendour of a Swarovski Christmas tree.

Since 1991, the iconic Swarovski Christmas trees have sparked delight to passers-by in front of the Rockefeller Center in New York, at the main station in Zurich, in Paris and at Galleria Vittorio Emanuelle ll in Milan as well as a number of other major cities. The Christmas tree in front of Nimb will be adorned with Clear Crystal, for a specifically exclusive Nordic look. 

Hayley Quinn, Managing Director Swarovski – UK, Ireland and the Nordics region says:

“As a brand that is synonymous with Christmas and recognized globally for our annual Christmas ornaments it is a pleasure to be partnering with Tivoli as the proud sponsor of this year’s Christmas tree and we look forward to bringing some added sparkle to the festivities.” 

Tivoli CEO Lars Liebst says:

"The collaboration with Swarovski matches the enchanting quality experiences Tivoli likes to reserve for its visitors. Both Swarovski and Tivoli see great potential in this collaboration. We are convinced that many visiting Christmas in Tivoli will want a selfie by the Christmas tree for their special Christmas greeting on Instagram." 

Three decorators will devote ten days to decking out the tree

Tivoli's development department took a study trip to Swarovski's headquarters in Austria, and it will take three decorators ten working days to transform the tree ready for Tivoli's guests. The tree will be closely guarded during the entire period. 

Tivoli's Design Director Jacob Helenius says:

"In all my years as a Tivoli designer, I have dreamed of having a Swarovski Christmas tree. Now that dream will come true. The journey has been absolutely amazing with inspiring collaboration between Swarovski in Wattens, Austria and our design department."

Shop opening in the amusement gardens

Swarovski will also join the Tivoli Business Club and will establish a special pop-up shop in front of Nimb, that can be enjoyed as they stroll through the amusement gardens during Christmas in Tivoli. The focus will be on home and ornaments products to allow tourists and Danes to bring home a piece of sparkle.

The popup store will be established in collaboration with a local partner Sebastian Schledermann, Founder of, an online member’s store which offers a wide product range making it possible for Key members to buy all of their favorite items on the same shopping platform. CEO Sebastian Schledermann says:

Working with Tivoli and Swarovski for this sparkling project have been a true pleasure. We are confident we will exceed expectations with our popup store and are looking forward to Christmas now more than ever. 

About Swarovski

Swarovski delivers a diverse portfolio of unmatched quality, craftsmanship, and creativity. Founded in 1895 in Austria, the company designs, manufactures and markets high-quality crystals, genuine gemstones and created stones as well as finished products such as jewellery, accessories and lighting. The Swarovski Crystal Business is run by the fifth generation of family members and has a global reach with approximately 3,000 stores in around 170 countries, more than 27,000 employees, and revenue of about 2.7 billion euros in 2017. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal Business forms the Swarovski Group. In 2017, the Group generated revenue of about 3.5 billion euros and employed more than 32,000 people. A responsible relationship with people and the planet has always been an integral part of Swarovski’s heritage, and is embedded today in the company’s well-established global sustainability agenda. In addition, global Swarovski Waterschool education program has reached 500,000 children on the world’s greatest rivers, and the Swarovski Foundation, set up in 2013, works to support culture and creativity, promote the rights and wellbeing of women and children, and conserve natural resources to achieve positive social impact.

About Tivoli

Tivoli is Denmark's greatest tourist attraction, welcoming almost 5 million visitors in 2018. As an experience brand, Tivoli offers activities throughout the year: rides, music, stage performances, restaurants, Food Hall, an ever-changing garden, gambling and arcade games, hotel accommodation, and education. As Copenhagen's largest venue for cultural events, Tivoli sells thousands of tickets to everything from musicals and ballets to major concerts. Added to that is all the free entertainment in Tivoli: pantomimes, the Tivoli Youth Guard and music on the Gardens' stages. Tivoli celebrated its 175-year anniversary last year.



Media contact:
Mette Rou Lund, Communications Consultant, Tivoli + 45 +45 22237213

Best regards

Mette Rou Lund
Kommunikationskonsulent, Kommunikation & Presse
Communications Consultant, Communications & Press
T  +45 22237213 
Vesterbrogade 3, 1630 København V