Heritage crystal brand, Waterford, is ushering in a new era of the brand's iconic presence with the launch of its all-new creative campaign, aimed at evolving the 200-year-old brand into a new age of artistry. Following the appointment of Alice Bastin as Creative Director, the campaign wields a message of inclusivity, shattering antiquated misconceptions and instilling that crystal is meant to be enjoyed by all, no matter the occasion.

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.

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."

The images themselves will be showcased in Waterford's Soho pop up, opening this October, 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.