Season: Winter 2022 – Spring 2023

A Modern Retail Experience for a Timeless Brand


When Waterford, a 200-year-old luxury crystal brand, sought to revitalize its image by transitioning from an exclusive luxury brand to a contemporary, approachable choice for everyday glassware and décor, appealing to the millennial and Gen-Z market, it partnered with strategy-design-build experts at MG2/The Lionesque Group. Together, they created the brand’s first retail experience in New York City’s SoHo neighborhood, a stunningly immersive pop-up that showcased Waterford’s heritage while embracing modern design to paint a bright future.

The team’s comprehensive approach covered everything from reviewing branding materials and SKU lists to translating the design vision to the U.S. market and translating the design to local fabrication partners to managing build-out and staffing, allowing Waterford to focus on attracting a new audience and driving sales. In addition to leading the pop-up’s operations, such as point-of-sale coordination, associate training, and inventory management from concept to conclusion, our designers curated high-quality, cost-effective materials that stayed true to the company’s vision while skillfully balancing the brand’s desired materiality with practical considerations around timeline and budget.

The resulting experience was a visually stunning pop-up strategically curated to redefine Waterford’s image and engage a new generation of consumers. The space, which merged the company’s aesthetic and legacy with contemporary design elements and immersive technologies, created a first-of-its-kind environment that bridged the brand’s rich history with its progressive future.

Upon entry, visitors were greeted by a striking black-and-white portrait from the latest campaign, setting the tone for a modern, engaging space. Shrouded in an edgy rock motif, the interiors featured a blend of traditional and contemporary materials, including copper accents and a strategically curated display layout that encouraged customers to explore and interact with the products. Throughout, projection-mapped imagery immersed shoppers with visual depictions of the brand’s Irish roots.

The success of Waterford’s first NYC experience underlined its timeless appeal and adaptability in the shifting luxury market while positioning it for continued growth. By merging tradition and modernity, the brand sparked a newfound interest in its products as options for everyday glassware and décor, honoring its heritage while setting the stage for the company’s evolution.