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Starboard brings Virtual Makeover and experiential retail to Celebrity Apex

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The Virtual Makeover features an array of beauty products, allowing shoppers to experiment with makeup looks without contact
Starboard Cruise Services introduced a Virtual Makeover, first-at-sea brands and experiential retail to Celebrity Apex.

Celebrity Cruises' latest ship just debuted in Greece over the weekend.

Starboard President and CEO Lisa Bauer promised 'our most transformative and stylish retail experience to date. On board, guests will enjoy the finest selection of iconic heritage brands, first-at-sea concepts and multi-sensory retail experiences, curated for Celebrity’s discerning guests.'

7,000 square feet of retail

Covering more than 7,000 square feet, The Celebrity Shops exemplify Celebrity’s standard of new luxury travel. The retail program encourages travelers to 'Find Your Apex' through immersive and memorable experiences. Retail highlights include first at sea brands, products and experiences exclusively for Celebrity Cruises, as well as curated merchandise aligned with Celebrity's brand pillars of destination, sustainability, diversity and wellness.

'Launching Celebrity Apex with Starboard Cruise Services as our retail partner signals a new style of cruising and shopping as the industry returns,' said Celebrity's Brian Abel, SVP hotel operations. 'The tailored retail program seamlessly aligns with Celebrity Apex’s new luxury style and Celebrity’s industry-leading contemporary design.'

Augmented reality fuels Virtual Makeover

Launching for the first time at sea, the Virtual Makeover uses augmented reality to create an interactive cosmetic experience that features an array of beauty products (foundation, eye, blush, lip and more) from luxury brands such as Dior, Estee Lauder, Clinique and Sisley where shoppers can experiment with makeup looks without contact.

First-at-sea brands

Several European brands, including KMO Paris, a French jewelry collection with sensual and feminine pieces, and Hereu, Spanish handbags crafted by local artisans who draw inspiration from the Mediterranean will debut on Celebrity Apex. Exclusive to Celebrity, Konstantino jewelry is a first-at-sea brand with designs curated piece by piece in their artisanal atelier in Athens, Greece.

Bulgari, Cartier, Montblanc boutiques

Renowned brands such as Bulgari and Cartier have stand-alone boutiques featuring their latest collections. New on Celebrity Apex is the first Montblanc lifestyle boutique, spotlighting the brand’s tradition and craftsmanship with a selection of world-class accessories. The boutique will also host retail immersive activations that incorporate creativity, sensorial writing, customization and personalization.

Tangible destination memories

From 'The Mediterranean with Love' is a curated destination campaign that will bring to life European itineraries with an elevated assortment of apparel, handbags and fashion jewelry authentic to the destinations the ship visits. Celebrity Apex will launch with the popular Spanish brand Art en Seda, featuring silk scarves and accessories.

Environmentally sustainable offerings

Travelers can shop an array of environmentally conscious brands such as Sea Bags, earth-friendly tote bags made from recycled sails; Indosole, high-quality environmental footwear; and eco-friendly brands such as Tasc, S’well, 4Ocean and AFS.

Reshma Saujani collection

Celebrity’s Godmother Collection is inspired by Apex godmother Reshma Saujani, Girls Who Code founder and author of the bestseller 'Brave, Not Perfect.' The collection features keepsakes that will support Saujani’s nonprofit organization working to close the gender gap in technology. In keeping with women’s empowerment, shoppers can discover additional female-centric brands on board such as Kallati Jewelry, Eileen Fisher and Mary Frances.

Experiential retail

Customized multi-sensory retail experiences on Celebrity Apex include Montblanc (explore the world of fine watchmaking and creative lettering), Art/Jewelry Walk (to learn about the architectural elements that inspired the jewelry in the limited-edition Kallati Apex Captain’s Collection) and Apprentice of Time (to become an mateur horologist by donning a loupe, disassembling, tinkering and reassembling parts of a timepiece).

Further experiences include Cartier Grooms (sip champagne and receive an exclusive souvenir while discovering the brand’s history) and Dream Maker Event (watch clips of Dolce Vita-era movies and a performance of memorable Italian music presented by Bulgari).

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