MSC Cruises presents premium retail offering on new Seashore vessel

By Andrew Pentol |

MSC Seashore boasts 13,000sq m of indoor space to bring guests closer to the sea.

MSC Cruises has revealed further details of the retail and leisure offering on board its upcoming MSC Seashore vessel.

With 65% of public spaces completely re-imagined, the ship boasts 13,000sq m of outdoor space to bring guests closer to the sea.

A newly designed retail area, entertainment facilities, larger casino and numerous pools and whirlpools, presents guests with endless possibilities to enjoy their holiday, according to the company.

MSC Seashore introduces an industry-first space which is more then 72% larger than her sister ships. This includes two extra shops.

Highlights include a New York-themed piazza with 971sq m across three decks. The dedicated retail space is located in the heart of the ship’s Times Square.

OPEN-SPACE DESIGN

MSC says that a seamless, open-space design allows guests to flow from shop-to-shop, discovering new favourites without physical barriers and with interactive ways to experience the product range.

The industry-first space on MSC Seashore is more then 72% larger than her sister ships.

The product range includes a line-up of world-class brands enriched by a new multi-sensory fragrance bar with videos and details about specific perfumes. A tasting bar can also be found in the duty-free shop.

In addition, the dedicated jewellery area has more than tripled in size and now features three separate luxury watch and jewellery spaces, adding to an increased luxury element with renowned new brands.

Deck 8 boasts further selling points in Liberty Plaza where guests will find a number of ‘discovery islands’. The islands feature rotating products and offerings, including those that benefit from further storytelling, such as recycled plastic sunglasses or coral-safe sunscreen.

The dedicated retail space spans 971sq m across three decks and is located in the heart of MSC Seashore’s Times Square.

The new MSC Shop will also have a new design inspired by the shape of a snail shell, where guests can find all their favourite MSC-themed merchandise, including for only the second time, a range of ship-specific products.

Adrian Pittaway, Head of Retail MSC Cruises said: “In sync with the rest of the ship’s innovative ethos, we created a dynamic concept for MSC Seashore that is at ‘One with the Sea’. The Seashore retail connects to the ocean in a fluid interconnected retail concept that seamlessly brings together the upscaled different retail concepts, the stunning entertainment spaces of the ship and the panoramic outside ocean vistas, by bringing in the most amount of natural light from the sea of any of our ships.”

‘OPEN-PLAN FEELING’

He added: “Large panoramic windows, natural hublots out to the ocean mean that the newly increased spaces will bring all of our premium brands to life in a reflective and inspiring way.

“By maximising the efficiency of the useable retail space inside and outside, we have been able to innovate with a truly open-plan feeling that is entertaining inside and outside during trading hours, giving the guests a continuing sense of anticipation, storytelling and brand connection.

A large 1,135sq m casino with 182 slot machines and 12 tables is among the various entertainment options available on board.

“We have created a number of exciting events and experiences during the cruise and use these new dynamic areas to present something new every day of the cruise, whilst keeping the guests entertained.

“The seashore is the dynamic space between the land and the sea, so on MSC Seashore our retailing is also designed to bring retail excitement into new open dynamic spaces closer to the sea than ever before.”

Stay close to TRBusiness.com for an extended interview with MSC Cruises’ Adrian Pittaway.

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