EUROPE. Starboard Group is debuting a range of immersive retail experiences and first-at-sea launches onboard Royal Caribbean’s Legend of the Seas, the third ship in the vacation brand’s Icon Class fleet.
Legend of the Seas begins her inaugural season in the Mediterranean as the first Icon Class ship to sail European itineraries this summer.
“Retail is an integral part of the vacation experience that inspires discovery, creates lasting memories and reflects the unique spirit of each ship,” said Starboard President and CEO Lisa Bauer.
“For Legend of the Seas, we’ve created an exceptional collection of first-at-sea brand debuts and immersive experiences that blend personalisation, luxury, family connection and adventure. This launch represents another key milestone in our longstanding partnership with Royal Caribbean and underscores our shared commitment to delivering one-of-a-kind guest experiences.”
Starboard is introducing several first-at-sea and new-to-Royal Caribbean brand experiences onboard. Among the highlights is a curated lululemon collection, bringing the brand’s apparel and accessories to guests at sea with an assortment inspired by the bold new colours of Royal Caribbean. “The collection reflects growing guest demand for elevated lifestyle products and marks a new chapter in experiential onboard retail,” said Starboard.
Other first-at-sea brand introductions include:
- Lagos: Guests will find a special assortment of the brand’s accessible modern jewellery collections for women and men in the ship’s open-air Central Park neighborhood, lined with more than 30,500 real plants and offering restaurants, live music and more.
- Maison Francis Kurkdjian: A personalised boutique experience features the brand’s signature fragrances, such as Baccarat Rouge 540, Kurky, Oud and APOM.
- Drunk Elephant: The cult skincare brand is available at sea for the first time, giving younger guests access to a simple, effective assortment free of ingredients that can be at the root of common skin issues.
- Kenny Flowers: A lifestyle label offering elevated resortwear and essentials.
- Goshwara: The New York–based fine jewellery house makes its at-sea debut with an assortment including earrings, bracelets, rings and pendants.
- JW PEI: Guests can shop a collection of handbags from this Los Angeles fashion label, with each piece made from vegan materials, reflecting the brand’s strong commitment to sustainability.
- Clarins Lip Bar: French prestige beauty house Clarins is offering its interactive beauty experience at sea for the first time. Legend of the Seas guests can test, shade-match and shop Clarins’ Lip Oil line and other items, supported by the brand’s expert consultants.
Other luxury experiences include a dedicated Fashionphile boutique offering authenticated vintage and preowned luxury handbags and accessories and the debut of Aurélie Bidermann fine jewellery, with exclusive offerings “blending Parisian bohemian chic, sea-inspired designs and organic textures”.
Starboard has curated an extensive fine jewellery experience including assortments from brands such as Roberto Coin, Goshwara and Le Vian, with the latter’s assortment featuring Desert Diamonds from De Beers.
Men can shop customisable offerings from the Lashbrook label and all guests can visit the onboard Style Bar to digitally design a customised piece and have it shipped home. The ship also features a curated assortment of vintage jewellery from houses including David Webb, David Yurman and Tiffany & Co.
Other interactive concepts include Treasure Chest, a new toy store format for Royal Caribbean featuring popular brands including Jellycat, Funko, Squishmallows and NeeDoh.
The shop also introduced an interactive ‘fur-ever friends’ adoption experience that allows kids to adopt their favourite plush pet, with every purchase benefiting World Wildlife Fund.
Guests seeking personalised keepsakes can visit 6th & Main, a hands-on experiential boutique concept new to Royal Caribbean. Customised apparel, accessories and gifts through embroidery, patches and other creative embellishments are also available. Engraving services for items ranging from fragrance bottles to journals to merchandise celebrating Legend of the Seas’ inaugural season are on offer.
Another signature Starboard innovation, Etched & Aged, allows guests to commemorate their vacation through on-site engraving of small leathergoods, drinkware and, on Caribbean itineraries later this year, spirits bottles purchased onboard.
Elsewhere, Sol & Sea is a sensory-driven boutique curated for the ship’s inaugural Mediterranean itineraries. The concept brings together apparel, accessories, scents, home décor and personalisation in an immersive environment.
Across the ship, further assortments span luxury beauty, fragrance and skincare, fashion & accessories, family and lifestyle, and jewellery from leading brands such as Chanel, Chopard, Dior, Juliette Has A Gun, Sol de Janeiro, Agua Bendita, FARM Rio, Sun of a Beach and Sydney Evan. In addition, Legend of the Seas is presenting an elevated Royal Caribbean logo assortment and a special inaugural Mediterranean collection.
“Legend of the Seas provided an extraordinary opportunity to reimagine onboard retail for families who want it all,” said Starboard Vice President and General Manager, Royal Caribbean, Claudia King-McWilliams.
“We designed every space intentionally to encourage exploration and engagement, whether guests are discovering a first-at-sea luxury brand, creating a personalised keepsake or shopping together as a family. The result is a retail experience that feels as unique and memorable as the ship itself.”
Legend of the Seas is sailing in the Mediterranean from Barcelona and Rome this summer before repositioning to Fort Lauderdale in November to sail the Caribbean. 🛳️
