Carnival Cruise Ship Completes Major Retail Transformation

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Carnival Splendor has completed a major transformation of the onboard retail experience with refurbished stores and global brands.

New Carnival Splendor Retails Experience

The newly upgraded Carnival cruise ship which is kicking off her new deployment down under on December 10 has launched a new retail experience on board with Harding, a global cruise retail specialist.

Entrusted to design, manage and build the retail environment for Carnival Splendor, Harding has worked tirelessly in collaboration with Carnival Cruise Line to create immersive experiential retail experiences that render the stand-out space forever more than just a place to house products. The latest in digital technology brings new firsts to the store exteriors making the retail environment a truly living experience.

James Prescott, Managing Director of Harding, comments:

“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 U.S., thanks to our unrivaled market insight and cruise specialism.”

Taking center stage within the ship’s expansive Promenade, Harding combines an engaging mix of the main traditional tax and duty-free product categories from fine watches to fragrances and beauty, with an assortment of prestigious international brands that sing in harmony with Splendor’s demographic.

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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 the most exciting product range in the fleet; the shop features a spectacular design the further immerses the guest to the world of Carnival Cruise Line.

Always with their Trinity Partnership approach in mind, Harding has worked closely with its brand partners and the Carnival Cruise Line architects to deliver a complete turnkey solution that pushes the boundaries of the art of the possible in cruise retail.

Elevating their global Christmas campaign, Swarovski have a Naughty & Nice pop-up with an impressive ‘wheel of fortune’ interactive spinner. Plus, Bundaberg Rum has taken centre stage with a branded tasting bar, with its window display featuring 3D Bear – the brand’s iconic mascot – on a four-screen video wall. An impactful eight-screen video wall will also host future activations. 

Foreo, a brand new beauty brand on board, also launch a beautifully designed beauty bar with interactive demonstrations, while local Australian brand Le Specs eyewear is also launching a dedicated display. 

These form part of over 40 new brands across Carnival Cruise Line’s portfolio and over 200 brands on board – an enormous choice and all at tax-free prices.

Several years in the making, the totally 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. 

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