Hosted in Shanghai on December 4, 2013, the Swarovski Fashion Music Journey LIVE 2013 is a landmark cross-border fashion and music project jointly created by Swarovski and APAX. Breaking the traditional marketing mode of jewelry brands, the project integrates fashion accessories with live music performances, launching an innovative immersive experience and injecting youthful vitality into the brand’s market communication. Meticulously designed and produced by APAX, the entire venue and stage space takes bright and crystal texture as the core design concept. With delicate lighting effects and trendy stage styling, the scene perfectly echoes the sparkling charm of Swarovski crystals and the aesthetic temperament of the 2013 autumn and winter "Mystery Treasures" series, creating a gorgeous and dynamic performance atmosphere. The event invited Jolin Tsai, the iconic diva of the Chinese music industry, as the guest performer. Dressed in customized costumes matched with Swarovski’s new seasonal accessories, she presented the exclusive theme song Journey and classic hits, lighting up the whole winter night with splendid stage performances. This project realizes the perfect integration of jewelry aesthetics and pop music art. It interprets the brand’s fashionable, shining and diverse temperament through vivid scene presentation and star influence, effectively enriching Swarovski’s offline marketing dimensions and consolidating its trendy and high-end positioning in the fashion accessory industry.