Following the appointment of Alice Bastin as Creative Director earlier this year, Irish crystal-maker Waterford has launched its all-new creative campaign, aimed at evolving the 200-year-old brand into a new age of artistry. To celebrate, Waterford has debuted the images shot for the campaign in its first-ever pop-up store in New York City – open from now until the end of December this year.
Bastin’s mission with thie imagery is to interlace Waterford’s Irish beginnings with modern-day relevance through the campaign’s stark black and white photography, shot by Irish photographer Seán McGirr. His refined eye effortlessly captures the Waterford essence in a new age, bringing Waterford’s 'Lismore' collection to the forefront.
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Bastin’s previous roles at luxury fashion houses Chloé and Celine, as well as her most notable tenure as Head of Women’s Leather RTW at Alexander McQueen, have uniquely positioned her to finesse this campaign with an innovative lens that melds her robust fashion background with Waterford’s heritage, bringing crisp, pronounced and impactful visuals and messaging to the campaign.
"How I approach fashion is the same way I approach any creative project, including home décor, and now crystal," Bastin says of reimagining and honoring 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."
Now on display at Waterford's pop-up shop in Soho, this exhibition and store space is all part of the brand’s mission to reach a wider consumer base, both by age demographic and geographical location.
"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 a newfound manifestation of Waterford’s three brand pillars, this will be Waterford’s first standalone retail concept in the United States, 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."
Scroll down to see more images of the store.
Waterford is now open at 160 Mercer St. New York, NY 10012, USA. waterford.com
