AUSTRALIA. Harding has unveiled its refurbished retail offer created for Carnival Splendor, Carnival Cruise Line’s largest ship for the Australian cruise market.
The reimagined shopping experience, which was informed by guest surveys and focus groups with Australian cruisers, features over 200 brands, including 40 new additions.
“Understanding that the ship is the destination, we have worked tirelessly with Carnival Cruise Lines to create an immersive retail space where retail brands can flourish, integrating and embedding themselves with the cruise experience” – Harding Managing Director James Prescott
The retail offer at the centre of the ship’s expansive promenade includes prestigious national and international brands targeted at the vessel’s demographic, Harding said. These include Australia’s Bundaberg Rum, Swarovski, Le Specs, Foreo, Burberry fragrances and RayBan. The logo shop has a design and range intended to immerse guests in the world of Carnival Cruise Line.
Harding added that it worked closely with brand partners, as well as Carnival, to deliver a turnkey solution for brands that pushes the boundaries of cruise retail.
Swarovski has introduced a Naughty & Nice pop-up featuring an interactive ‘Wheel of Fortune’ spinner; Bundaberg Rum has a tasting bar featuring the brand’s mascot; Foreo has a beauty bar for interactive demonstrations; and local Australian brand Le Specs eyewear has a dedicated display. There is also an eight-screen video wall for activations.
The extensive refurbishment project marks a step-change for Harding, the cruise retailer said, as it marks the first collaborative project between Harding’s Australian and American teams.
Harding Managing Director James Prescott said: “Understanding that the ship is the destination, we have worked tirelessly with Carnival Cruise Lines to create an immersive retail space where retail brands can flourish, integrating and embedding themselves with the cruise experience.
“Following the launch of our Miami office earlier in the year, Carnival Splendor’s refit marks a significant milestone for Harding, and is one of seven key refits that we’ve been entrusted to undertake by Carnival Cruise Line in the US, thanks to our unrivalled market insight and cruise specialism.”
Carnival Cruise Line Vice President of Retail Services William Butler added: “We are excited to launch our flagship shopping experience in the Australian market. In partnership with Harding, we’ve curated an incredibly strong collection of brands that we are certain our guests will love.
“We continue to evolve our retail experience by introducing awesome new brands and experiences while also staying committed to our classic brands that our guests expect each time they come onboard.”
