INTERNATIONAL. Onboard concessionaire Starboard Cruise Services and Celebrity Cruises have unveiled a revamped retail offering onboard the Celebrity Silhouette.
The renovations are part of the cruise operator’s ongoing Celebrity Revolution project, which will see US$500 million invested in ship-wide upgrades across its fleet by 2023.
The Celebrity Silhouette — the fourth ship to be transformed as part of the company’s ambitious fleet modernisation project — will travel through the Caribbean, Mediterranean, and then South America.
The Celebrity Silhouette’s revitalised retail offering features 6,500 square feet of retail space. According to Starboard Cruise Services, it is home to several new brands and retail concepts designed to turn the ship into an ‘immersive destination experience’.
Some highlights include the Point B Destination Shop, luxury vintage brand What Goes Around Comes Around, artisanal resort wear brand Lemlem, Venezuelan jewellery brand Tarbay, and Colombian jewellery brand Tao Company.
Point B — which was unveiled for the first time on Celebrity Silhouette — was created exclusively for Celebrity Cruises. It offers a rotating selection of travel-inspired apparel, handbags, and accessories sourced from the ship’s different destinations. Guests can shop authentic local jewellery from Tagua, handmade bags from Porto Marino, and home décor from Marcela Cofre onboard its Caribbean route.
Luxury vintage brand What Goes Around Comes Around offers a curated selection of vintage pieces from some of the world’s most sought-after designers including Chanel, Louis Vuitton, and Gucci. Artisanal resort wear brand Lemlem was founded by supermodel Liya Kebede and offers handmade African shoes, apparel, and accessories; while Tarbay offers handcrafted fine jewellery from Venezuela. Finally, Tao Company was founded by Colombian Entrepreneur Vanessa Arcila and is known for its pre-Colombian jewellery designs and raw emerald pieces.
Starboard Cruise Services has also launched a new pop-up concept that offers a rotating collection of themed products, which will be changed every three months. The inaugural pop-up is called Sail the Ocean Blue and features a variety of products in a spectrum of blue shades.
Starboard Cruise Services President and CEO Lisa Bauer described the refurbished retail space as a ‘reimagined shopping experience.’ She said: “We are extremely pleased to continue our longstanding, 14-year partnership with Celebrity Cruises with The Celebrity Revolution and introduce Celebrity Silhouette’s reimagined shopping experience to guests.”
Bauer added, “We are excited for Celebrity’s guests to enjoy discovering new brands, destination-centric product offerings and engaging shopping experiences onboard.”
For Celebrity Cruises Senior Vice President of Hotel Operations Brian Abel, the Celebrity Revolution project has allowed the company to go beyond the ordinary and implement exciting new upgrades to the retail offer onboard its ships. He said: “The Celebrity Revolution presented an opportunity to mark a real sea change in our onboard offerings.”
“We wanted an enhanced focus on sustainable fashion and merchandising, unique pop-up experiences, and even more first-at-sea offerings with brands that exemplify our modern luxury positioning. In collaboration with Starboard, we have accomplished this and more,” he added.
