Swarovski to create crystal Christmas tree at NHM ice rink

Swarovski has been named as a partner of the Natural History Museum's (NHM) Christmas ice rink, through a deal with events company IMG.

The ice rink will open to the public on 29 October (Natural History Museum)
The ice rink will open to the public on 29 October (Natural History Museum)

The Austrian crystal company will deck out the rink’s iconic 40-foot tall Christmas tree with thousands of sparkling ornaments, as well as its signature blue boxes. It is the first time the brand has decorated a tree in the UK.

As well as the centrepiece, the ice Swarovski Ice Rink will be fitted with 80,000 fairy lights.

The public will be able to take a skate from 29 October, following a press launch the night before. Guests will be able to be photographed on the ice and given a print copy to take home with them as a memento.

Swarovski has also announced plans to host a pop-up store retailing its Christmas collection on the museum’s site.

Curb Media delivered the partnership.

Hayley Quinn, Swarovski’s managing director, said: "We are so excited to partner with the Natural History Museum Ice Rink – it is wonderful to work with this iconic institution, and have the opportunity to add our signature Swarovski sparkle to such an enchanting Christmas tradition.

"We are looking forward to welcoming guests, and showcasing our exquisite jewellery, watches and homeware in such a magical setting."

Simon Kershaw, Natural History Museum’s head of corporate events and catering, added: "Following last year’s record-breaking season, we are thrilled to be partnering with Swarovski and look forward to working with them on what promises to be the most glittering ice rink in London."

More: IMG acquires Winter Wonderland producer

Event TV: Winter Wonderland 2014 launches

In pictures: Fortnum & Mason opens The Christmas Arcade

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