Starboard Cruise Services, an LVMH Moët Hennessy Louis Vuitton company and longtime partner of Celebrity Cruises, created a next-level shopping experience aboard Celebrity Edge.
Malala Fund merchandise to benefit girls’ education
Among the many highlights of the ship’s inaugural is the Dec. 4 naming ceremony featuring godmother Malala Yousafzai, the Nobel laureate. Proceeds from a Malala Fund merchandise collection developed for Edge by Starboard will benefit her global campaign for girls’ education.
Covering more than 7,000 square feet across Decks 4 and 5, The Celebrity Shops on Edge include Bulgari Boutique, Cartier Espace, Tiffany & Co. Boutique, To the Edge (branded lifestyle), The Gem (fine jewelry), Time Is Now (timepieces), Attraction (beauty), spirited (beauty) and Sense of Self (fashion accessories).
‘The shopping experience we’ve brought to life for Celebrity Edge is completely in a category of its own,’ said Beth Neumann, Starboard president and CEO. ‘Celebrity is all about transformative travel and finding joyful and meaningful experiences, so our retail programs echo that with a “five senses” theme and touchpoints in every store. From finding your own signature scent to learning the art of watchmaking, guests will enjoy exceptional service and be inspired to see the world in a whole new way.’
Renowned brands such as Bulgari, Cartier and Tiffany underscore the ‘modern luxury’ retail experience on Celebrity Edge. Bulgari and Tiffany have stand-alone boutiques, while there’s a dedicated space for Cartier Espace. Other brands convey meaning beyond commerce, including the Malala Fund Collection; Shinola, the watch brand supporting Detroit’s manufacturing renaissance; and environmentally-conscious companies committed to reducing plastic waste, 4Ocean and S’well.
Brands symbolizing empowerment include Kallati Jewelry, Malala Fund Collection, Melissa Odabash, Rae Feather, John Hardy, Veuve Clicquot and S’well—founded, led and/or inspired by dynamic women.
And brands such as 4Ocean and S’well are rooted in sustainability and environmental awareness. The John Hardy fine jewelry brand has a campaign to replant bamboo in Bali, where the company is based.
Shops created exclusively for Celebrity Edge include Edge Steel Collection, a limited-edition fashion jewelry collection made from the first cut of steel used to build the ship. Pieces are inspired by elements of the vessel’s architecture and design, such as the Magic Carpet, the outdoor movie screen on the Pool Deck and design features in the Solarium.
Kallati Edge Captain’s Collection is a limited-edition fine jewelry collection by Reout Kallati, CEO and designer of the Kallati jewelry brand. The pieces were inspired by the iconic architectural features of Celebrity Edge.
The Malala Fund Collection offers an assortment of best-selling books and custom keepsakes inspired by Malala Yousafzai. Celebrity will donate 100% of the proceeds to her Malala Fund.
And the Celebrity Edge Branded Collection provides one-of-a-kind apparel, home and collectable products.
Sensory shopping journey
The Celebrity Edge shopping experience is created as a journey that engages all five senses. The fine jewelry from Bulgari, Cartier, John Hardy, Kallati, Le Vian, Roberto Coin, Stephen Webster and Tiffany is a feast for the eyes, while the sounds of time are represented by superbly crafted timepieces from Bulgari, Cartier, Citizen, Fendi, Gucci, Hublot, Michelle, Shinola and TAG Heuer. Scents abound in skincare and fragrances from names such as Chanel, Lancôme, Dior and Estée Lauder, plus new ‘discovery’ brands such as Atelier Cologne and Jo Loves.
When it comes to taste, there are premium spirits from top-shelf labels like Bacardi, Belvedere, Crown Royal, Grey Goose, Hennessy, Jack Daniel’s, Johnnie Walker, The Macallan, Patron Tequila, Veuve Clicquot and Woodford Reserve. Several are offered exclusively on Celebrity Edge. And items that engage the sense of touch include leather goods and accessories from sought-after brands such as Coach, Marc Jacobs and Swarovski, plus discovery brands such as Aspinal of London, Rae Feather, Mary Frances, Melissa Odabash and Orlebar Brown.
Starboard is debuting several first-at-sea brand concepts for Celebrity Edge. These include the Vintage Watch Collection, limited edition vintage timepieces curated from brands like Jaeger-LeCoultre, Omega, Patek Philippe, Rolex and Vacheron Constantin; Atelier Cologne, a fragrance house offering exclusive scents and bottles that can be monogrammed; and handbags by Marc Jacobs.
Starboard also customized exclusive Celebrity Edge retail experiences such as ‘Art/Jewelry Walk with Kallati Edge Captain’s Collection,’ a guided tour of the ship and the design elements that inspired the limited edition, numbered jewelry collection. ‘Women with Edge’ spotlights the influential women behind many of Celebrity Edge’s brands, from Malala Yousafzai to several notable entrepreneurs.
‘Atelier Cologne Consultations’ gives a personal consultation with fragrance experts for a personalized scent selection. ‘Jo Loves Fragrance Tapas Experience,’ ‘Tradition of Time Seminar’ (the history of timepieces and a brief watchmaking demonstration) and ‘Sail to Bali with John Hardy’ (a hands-on workshop where the store is transformed so participants feel as if they’ve sailed to Bali).
More than 90 ships by 2020
With the addition of Celebrity Edge, Starboard manages retail operations on 10 of the line’s 13 ships. By 2020, the company will operate with more than 750 brands on more than 90 ships, making it the world’s largest cruise retail provider.