EUROPE. Harding+ has partnered with New York fashion brand Sprayground to launch an immersive, underwater-inspired pop-up onboard P&O Cruises’ Arvia, showcasing a range of graphic-led backpacks, luggage and travel accessories.
Running until late October, the activation is open daily to guests travelling on seven- and 14-night voyages through the Norwegian Fjords and the Mediterranean.
Following the European sailings, the pop-up will return to UK shores before heading to the Caribbean, where Sprayground will feature in a wider, cross-category Caribbean-themed activation across further voyages.
The onboard space features branded displays, sculptural installations and digital elements, including video and LED screens, reflecting Sprayground’s distinctive approach to design and visual storytelling.
The pop-up offers guests an opportunity to browse the brand’s collections in an environment that brings together fashion, art and entertainment.
The collaboration also reflects the changing demographics of cruise travellers, with P&O Cruises attracting a broad audience ranging from multi-generational families and experienced cruisers to younger guests exploring cruise holidays for the first time.
For Sprayground, the partnership provides an opportunity to reach new audiences while extending its presence beyond traditional retail environments.
Harding+ noted, “Known for transforming retail spaces into creative destinations, Sprayground has built a global following through its distinctive visual identity, limited-edition collections and collaborations spanning fashion, entertainment, sport, art and popular culture.
“This pop-up marks the latest evolution of that approach – taking Sprayground beyond traditional retail environments and bringing its world directly to travellers as they journey between destinations.” 🛳️
