The Waterford brand has opened its first-ever, stand-alone pop up in SoHo, New York.

Marking the brand’s inaugural campaign under the guidance of new creative director Alice Bastin – whose background is in fashion – the pop up will remain open until December.

“How I approach fashion is the same way I approach any creative project, including home décor, and now crystal,” says Bastin – whose background is with brands such as Chloé, Celine and Alexander McQueen – of reimagining and honouring the brand’s core identity. “Clarity and quality are both at the crux of Waterford’s historic success, so those were natural concepts to influence this campaign. That meant introducing the same authenticity and a palpable sense of quality to the overall aesthetic and messaging in the execution of these images.”

Photographer Seàn McGirr shot the campaign

In a further nod to Waterford’s heritage, the campaign was shot by Irish photographer Seán McGirr. His refined eye effortlessly captures the Waterford essence in a new age, bringing Waterford’s iconic Lismore collection to the forefront of fresh marketing. The images will be showcased in Waterford’s Soho pop up, all part of the brand’s mission to reach a wider consumer base.

“We’ve found that US consumers are constantly looking for ways to elevate life’s everyday moments,” says Sjoerd Leeflang, VP of Waterford’s Business Unit.

As Waterford’s first standalone retail concept in the United States, the store is equipped with a fully immersive experience that enables visitors to absorb the powerful elements and landscapes of Ireland, the brand’s renowned heritage and craftsmanship, while celebrating past generational bonds.

“As we begin to welcome consumers to our Waterford Soho pop-up, we are in a state of curiosity as to what will excite consumers most,” says Robin Goad, Waterford’s VP of Sales, Americas. “These in-person interactions are invaluable to us as we learn from them and are further enlightened by the opportunity to be connected to their Waterford stories both past and future.”

www.waterford.com

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