LOY. AGENCY
EMBEDDING BRANDS IN CULTURE
LOY. initiated the collaboration between Swarovski and Nemo for the Eurovision Song Contest – resulting in a bespoke look adorned with over 55,000 crystals. A powerful statement of craftsmanship, individuality and artistic brilliance.
– Partnership Strategy & Matchmaking
– Creative & Brand Collaboration
– Cultural Positioning
– Artist Relations & Project Coordination
– Story Activation
Nemo’s participation in the Eurovision Song Contest marked a milestone for Swiss pop culture – bold, personal and boundary-breaking. Together with Swarovski, the idea was to transform this artistic moment into a visual statement that celebrates precision, personality and light.
LOY. curated the collaboration, connecting Swarovski’s design team in Wattens with Nemo’s creative vision. The partnership led to a handcrafted outfit featuring over 55,000 crystals, merging fashion and performance art. LOY. coordinated the process from concept to stage – turning the ESC spotlight into a celebration of art and identity.
The result became a global moment – featured on the Eurovision stage and across international media. The look redefined stage design as cultural storytelling and positioned Swarovski as a brand that doesn’t follow trends, but co-creates them.
