NORTH AMERICA/CARIBBEAN. Starboard Group has revealed a multisensory retail experience onboard Celebrity Xcel, Celebrity Cruises’ fifth ship in its Edge Series, which debuts late this year in the Caribbean.
The offering, crafted around the ship’s architecture and design, features first-at-sea brand debuts, immersive digital experiences and destination-inspired storytelling, said the travel retailer, with sensory exploration and technology to the fore.
“Our collaboration with Celebrity Cruises continues to set new benchmarks for luxury retail at sea,” said Starboard President and CEO Lisa Bauer.
“On Celebrity Xcel, we’ve gone beyond traditional retail to create multisensory environments that redefine onboard shopping. With an unparalleled combination of first-at-sea brand partnerships, immersive design and exclusive experiences, this marks a landmark launch for both Starboard and Celebrity Cruises.”
Experiences include a first-at-sea Dior beauty shop-in-shop, offering makeup, skincare and fragrance. Other Celebrity Cruises debuts include Swiss skincare powerhouse La Prairie, plus sustainable luxury from Fashionphile.
In addition, Starboard will introduce a first-at-sea offering from Buffalo Trace Distillery—Weller 18 Year Old—an ultra-aged, 90-proof wheat whiskey onboard Celebrity Xcel. Guests on the ship will be the only cruise travellers in the world to have access to this new release.
Other retail highlights include Mankind Redefined, an elevated men’s lifestyle concept featuring a Johnnie Walker tasting experience, and Starboard’s Digital Liquor Experience. This, said Starboard, “merges indulgence and technology to provide guests with a unique way to explore and select premium spirits”, including an Angel’s Envy single-barrel bourbon curated exclusively for Celebrity Xcel.
The Bazaar marketplace offers locally-inspired products tied to the ship’s itineraries. Another first for a Celebrity Cruises ship is the Flagship logo boutique that merges high-end fashion and destination-inspired design.
A further element is Celebrity Xcel’s Signature Scent, a fragrance selected by Celebrity Cruises President Laura Hodges Bethge, available for guests to take home as a candle and diffuser.
Starboard said that every detail in the retail environment “celebrates the essence and beauty of the sea”. Guests can shop ocean-conscious clean beauty and skincare brands such as Project Reef and OSEA. The ship also features a selection of fine jewellery infused with organic textures from Aurélie Bidermann, which makes its Celebrity Cruises debut. 🛳️
