{"id":10754,"date":"2023-03-21T15:44:20","date_gmt":"2023-03-21T22:44:20","guid":{"rendered":"https:\/\/mg2.com\/?post_type=projects&p=10754"},"modified":"2024-09-06T11:33:41","modified_gmt":"2024-09-06T18:33:41","slug":"waterford","status":"publish","type":"projects","link":"https:\/\/mg2.com\/zh\/projects\/waterford\/","title":{"rendered":"Waterford"},"content":{"rendered":"
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When Waterford, a 200-year-old luxury crystal brand, aimed to revitalize its image and appeal to a younger, diverse clientele, it partnered with MG2\/The Lionesque Group to create its first pop-up store in New York City’s SoHo neighborhood: a stunningly immersive experience that showcased the brand’s heritage while embracing modern design to paint a bright future.<\/p>\n\n\n\n

Engaging Younger Generations<\/strong><\/h4>\n\n\n\n

Through its experience, Waterford sought to tap into the millennial and Gen-Z market, convey its brand story innovatively, and expand regional awareness. The company\u2019s goal was to lay the groundwork for its transition from an exclusive luxury brand to a contemporary, approachable choice for everyday glassware and d\u00e9cor, resonating with younger generations.<\/p>\n\n\n\n

Merging Tradition and Modernity<\/strong><\/h4>\n\n\n\n

MG2\/The Lionesque Group designed a visually engaging pop-up, merging Waterford’s rich history with its progressive future to create a captivating retail experience. Upon entry, visitors were greeted by a striking black-and-white portrait from the latest campaign, setting the tone for a modern, immersive space. <\/p>\n\n\n\n

With a strategic layout that encouraged customers to explore and interact with the products, the retail space\u2019s interiors featured a blend of traditional and contemporary materials, including copper accents shrouded in an edgy rock motif. Throughout, projection-mapped imagery immersed shoppers with visual depictions of the brand\u2019s Irish roots.<\/p>\n<\/div>\n<\/div>\n\n\n\t\n

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A carefully curated branded experience that established next-era elegance.<\/p>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\n

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Balancing Aesthetics and Practicality<\/strong><\/h4>\n\n\n\n

Designers curated high-quality, cost-effective materials that stayed true to Waterford\u2019s vision while skillfully balancing the brand\u2019s desired materiality with practical concerns. Where budgeted for, high-end materials such as real copper added luxury and sophistication. To ensure these finishes remained visually appealing, the team educated store associates on proper maintenance to preserve their integrity.<\/p>\n\n\n\n

MG2\/The Lionesque Group’s comprehensive approach covered everything from reviewing branding materials and SKU lists to managing build-out and staffing while addressing practical concerns such as point-of-sale coordination, associate training, and inventory management. With operational coordination in check, the Waterford team was free to focus on attracting a new audience and driving sales.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Setting the Stage for Brand Evolution<\/strong><\/h4>\n\n\n\n

The immersive retail experience, skillfully blending Waterford’s heritage with modern design elements, successfully redefined the brand’s image and connected with a new generation of consumers. With innovative approaches that helped spark renewed interest in the company’s products as everyday glassware and d\u00e9cor options, the pop-up store’s success reinforced the brand’s timeless appeal and adaptability in the evolving luxury market, positioning it for continued growth.<\/p>\n<\/div>\n<\/div>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

When Waterford, a 200-year-old luxury crystal brand, aimed to revitalize its image and appeal to a younger, diverse clientele, it partnered with MG2\/The Lionesque Group to create its first pop-up store in New York City’s SoHo neighborhood: a stunningly immersive experience that showcased the brand’s heritage while embracing modern design to paint a bright future. […]<\/p>","protected":false},"author":1,"featured_media":12639,"template":"","meta":{"_uag_custom_page_level_css":""},"tags":[],"markets":[261],"market_sectors":[2995],"class_list":["post-10754","projects","type-projects","status-publish","has-post-thumbnail","hentry","markets-consumer-experiences","market_sectors-experiential-retail","expertise-architectural-design","expertise-program-services","project_type-pop-up-retail"],"acf":[],"yoast_head":"\nWaterford - Luxury Retail Pop-Up Design<\/title>\n<meta name=\"description\" content=\"Discover how MG2\/The Lionesque Group designed a luxury retail pop-up experience in New York City to set the stage for a brand's future.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mg2.com\/zh\/projects\/waterford\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Waterford\" \/>\n<meta property=\"og:description\" content=\"Discover how MG2\/The Lionesque Group designed a luxury retail pop-up experience in New York City to set the stage for a brand's future.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mg2.com\/zh\/projects\/waterford\/\" \/>\n<meta property=\"og:site_name\" content=\"MG2\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/MG2corporation\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-06T18:33:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/03\/13132049\/img-waterford-thumb.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"928\" \/>\n\t<meta property=\"og:image:height\" content=\"928\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@mg2_design\" \/>\n<meta name=\"twitter:label1\" content=\"\u9884\u8ba1\u9605\u8bfb\u65f6\u95f4\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 \u5206\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mg2.com\/projects\/waterford\/\",\"url\":\"https:\/\/mg2.com\/projects\/waterford\/\",\"name\":\"Waterford - 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