How do you grab the attention of a younger demographic for a Crystal brand?

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Nachtmann is a company that has been making premium Crystal since 1837. Their Next Generation design project sees them work with designers in design colleges around the world to create modern crystal that shatters expectations of the category.

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We were brought in to launch Punk, an anarchic design by Anke Buchmann out of Central St Martin's college in London. The gorgeous studded range, made on the 50th anniversary of Punk, appealed to a much wider audience than Crystal in general.

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Putting Punk and Crystal in the same sentence just made us want to smash it. So we did!  We created multiple moulds of the glass (reflecting the actual mould process that takes place to make the design) and smashed them, blew them up and generally destroyed the joint!  

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