Iconic Irish heritage crystal brand, Waterford, has come to the United States with its first standalone retail experience, located in the heart of New York City’s SoHo district. The fully immersive store allows customers to shop among the elements and landscapes of Ireland and take advantage of bespoke in-store services such as personal shopping by appointment, product tutorials and demonstrations, as well as wedding registry assistance. In addition to their glittering inventory of classic collections, the pop-up is also home to an in-store only collection that you won’t be able to get your hands on elsewhere.
In tandem with the launch of the pop-up, Waterford aims to appeal to a whole new generation of sophisticates with the launch of their all-new creative campaign, helmed by recently appointed Creative Director Alice Bastin. The 200-year old brand evolves into a new era with a campaign focused on inclusivity, showing consumers that crystal is meant to be enjoyed by all, no matter the occasion.
Bastin’s mission was to weave together Waterford’s Irish beginnings, along with modern day relevancy, which can be seen throughout the black and white campaign images, featuring people of all walks of life. The images are strategically placed throughout the pop-up space, which is open through the end of December.
The Waterford pop-up is located at 160 Mercer Street, SoHo, NY 10012 and is open Monday-Saturday 11am-7pm and Sunday 12-6pm.
For more information on the Waterford pop-up shop and other exciting launches, visit Waterford’s website and follow on Instagram @waterford.