Starboard and Azamara unveil artisan-inspired destination shopping concept

By Faye Bartle |

A first look at the new Starboard Cruise Services and Azamara Onward destination immersive retail concept

A first look at the new Starboard Cruise Services and Azamara Onward destination immersive retail concept that has been inspired by artisans and makers.

Starboard Cruise Services and Azamara have created a new destination-immersive shopping concept spotlighting ‘hard to find’ buys from artisans and makers and exclusive experiences.

It’s a stand-out feature of the cruise liner’s newest ship, Azamara Onward, which embarked on its inaugural European summer cruise on 2 May 2022.

The concept provides guests with a vibrant retail environment that offers a sense of place, featuring original and special edition buys that champion craftsmanship.

It is brought to life through curated boutiques and bespoke experiences designed to entice seasoned travellers.

“Our Luxury Division designed an exclusive programme full of memorable encounters with rare glimpses into local artisan studios,” said Lisa Bauer, Starboard’s President and CEO. “The off-the-beaten-path experiences are complemented with hard-to-find worldly pieces discerning guests can treasure as a symbol of their wanderlust and a journey to be remembered for a lifetime.”

The product assortment spans resortwear, handbags, jewellery, travel accessories, gifts and more.

Artisan brands featuring in the Starboard Cruise Services and Azamara Onward destination-immersive retail concept

A selection of the artisan brands featuring in the Starboard Cruise Services and Azamara Onward destination-immersive retail concept, available from May 2022.

Companies featuring in the new concept are: Hermina Athens jewellery inspired by Greek mythology and art; the Spain-born family-owned lifestyle brand Zahati, which specialises in handmade braided accessories; JMonteiro Milano with its handcrafted Italian resortwear and customised pieces; Caroline de Benoit fine jewellery from France; Greekazon gift sets; handmade Italian ceramics from French brand Popolo; and Pitusa, a female-led brand offering luxurious fabrics sourced from around the world.

“Destination immersion has always been our main priority at Azamara, and we are constantly looking for opportunities to provide our guests with a connection to local culture and crafts in each destination,” says Azamara President, Carol Cabezas. “Across our fleet, Starboard’s cultural shopping concepts and highly curated retail offerings have elevated our immersive sailing and strengthened our standard for destination immersion across our whole guest experience.”

Azamara Onward embarked on its inaugural European summer cruise on 2 May 2022.

Azamara Onward, the cruise liner’s latest ship, embarked on its inaugural European summer cruise on 2 May 2022.

During the ship’s inaugural Mediterranean season, a number of new offerings will be introduced, including fragrances, home décor and food locally sourced from Spain, Portugal, Greece, and Italy.

Loyal cruisers can shop a ready-to-wear logo collection that references destinations that feature in Azamara’s itineraries.

Starboard’s Luxury Division is also creating a series of signature guest experiences exclusively for the cruise liner.

These will take place onboard the ship or in ports-of-call, giving guests an opportunity to further immerse themselves in different cultures.

Planned limited-time experiences include meeting an artist from Atelier Charlotte Bourrus and watching as they create original French and Italian miniature universes in glass globes.

Guests can also create personalised candles and home fragrances with Rose et Marius and learn the story behind the handcrafted bags from Heimat Atlantica in Spain.

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