Harding Retail has unveiled a new immersive cruise shopping experience for Carnival Cruise Line’s largest Australia-based ship, Carnival Splendor.

According to the company, the cruise shopping experience marks a step-change for Harding, combining its operations on a global scale across its American and Australian hubs in a collaborative first.

Harding has combined a mix of the main traditional tax and duty free product categories (fine watches, fragrances and beauty) with an assortment of international brands within the ship’s promenade.

These include Bundaberg Rum, Swarovski, Le Specs, Foreo, Burberry Fragrances and RayBan. In partnership with Carnival Cruise Line, The Logo shop has been curated to feature a design which Harding said further immersed the guest to the world of Carnival Cruise Line.

Additionally, Harding said it had worked closely with its brand partners and Carnival Cruise Line architects to deliver a ‘complete turnkey solution’ that pushes the boundaries of the ‘art of the possible’ in cruise retail.

NAUGHTY & NICE POP-UP

Swarovski, for example, has created a Naughty & Nice pop-up with a ‘wheel of fortune’ interactive spinner. Bundaberg Rum has also taken centre stage with a branded tasting bar. Its window display features a 3D Bear — the brand’s mascot – on a four-screen video wall. An eight-screen video wall will host future activations.

Swedish beauty Foreo, a new label on board, has also introduced a beauty bar with interactive demonstrations, while local Australian brand Le Specs eyewear is launching a dedicated display. Foreo and Le Specs are just two of 40 new brands across Carnival Cruise Line’s portfolio and over 200 brands on board.

Several years in the making, the reimagined shopping experience is the result of guest surveys and focus groups to understand what Australian cruisers are looking for in their onboard shopping experience

Following Carnival Splendor’s dry dock in Singapore the ship will travel through Australian waters to its new base in Sydney.

James Prescott, Managing Director, Harding commented: “Understanding that the ship is the destination, we have worked tirelessly with Carnival Cruise Lines to create an immersive retail space where retail brands can flourish, integrating and embedding themselves with the cruise experience.

“Following the launch of our Miami office earlier in the year, Carnival Splendor’s refit marks a significant milestone for Harding and is one of seven key refits that we’ve been entrusted to undertake by Carnival Cruise Line in the US thanks to our unrivalled market insight and cruise specialism.”

William Butler, Vice President Retail Services, Carnival Cruise Line commented: “We are excited to launch our flagship shopping experience in the Australian market.  In partnership with Harding, we’ve curated an incredibly strong collection of brands that we are certain our guests will love. We continue to evolve our retail experience by introducing awesome new brands and experiences while also staying committed to our classic brands that our guests expect each time they come onboard.

“Our onboard retail team is ready to help each of our guests find that perfect keepsake from their Carnival Cruise Line vacation and we look forward to celebrating those special moments.”

James Prescott, Managing Director, Harding Retail was the subject of the latest episode of the Travel Retail Question Time video series sponsored by Nestlé International Travel Retail.