Bringing the alchemy of Crystal to Waterford’s NYC pop-up

A contemporary Crystal retail pop-up design.

For centuries, Waterford has been the synonymous name in Crystal. Keen to evolve its 200-year legacy in a new age of artistry — we brought to life their new brand direction & positioning with a retail concept design rich in creative brand storytelling.

Inspired by the almost magical, alchemical transformation of Crystal - we reimagined their retail identity design with a new, evocative concept store. One rich with visual metaphors, harking back to the brand's Irish origins and the moulding rooms of their Mastercraftsmen in the House of Waterford. Imbuing their brand space with an authentic and ownable brand experience design that takes consumers on a story of transformation, creation and combination of matter that results in the world's best-selling Crystal.

The inception of Waterford's new retail identity design, manifested in the brand's first standalone pop-up store in the U.S. – right in the heart of SoHo, home to New York's high-end art and hospitality culture. The new brand campaign activation took New York by storm, with people flocking to the experiential pop-up store to marvel at the store-exclusive Crystal designs and the immersive installation that transports people to Ireland, in an unforgettable brand experience. This is Crystal, as it should be sold - creating desirability and relevance with a new generation whilst re-affirming Waterford’s luxury brand status.

A connected retail activation: the launch of Waterford’s first pop-up store in NYC, coincided with an experiential marketing activation that drove brand awareness and traffic in-store.
A rare occurrence: our luxury concept store design invited shoppers to browse exclusive and limited-edition Crystal products that couldn’t be bought anywhere else in the world.
A brand storytelling experience like no other: we brought luxury retail design into the 21st century with an immersive retail marketing installation at the heart of the pop-up store concept.
Capturing the elements: Our brand campaign & content creation team captured the dramatic landscapes of Ireland and the artistry of the Mastercraftsmen, for use in-store.
Crystal but not as you know it: our new retail interior identity was adorned with the first brand campaign by new Creative Director Alice Bastin, melding Irish heritage with contemporary flair.
200 years in the making: our retail pop-up & activation design is Waterford’s first standalone concept store design in NYC. The city they have become synonymous with, having made the iconic Times Square Ball used on New Year’s Eve.

Talk to us about experiential retail pop-up design

If you are looking for an experiential marketing & activations design agency in London to lead your next brand activation project, let’s talk. You can also check out other creative retail pop-up designs on our work page, or take a look at our Wonder blog for all the latest design insights and inspiration.

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