Bringing the alchemy of Crystal to Waterford’s experiential popup in NYC
Objective: Imbue modern energy into a storied brand, creating an evocative retail concept to usher in a new era.
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 and 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 for a new, experiential popup 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. This new-era brand activation took New York by storm, with people flocking to the experiential popup design 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.
Talk to us about experiential popup 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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