EUROPE. LVMH-owned cruise retailer Starboard Cruise Services has unveiled a highly curated artisanal retail offer onboard Azamara Onward, the newest ship in the Azamara fleet.
The destination-led offer was designed to appeal to the ship’s well-travelled guests and features artisanal, locally-made brands and exclusive limited time experiences. Azamara Onward embarked on its maiden voyage on 2 May for its inaugural European summer cruise.
The retail offer onboard Azamara Onward takes shoppers on a cultural tour of the most popular cities in the Mediterranean.
The offer during inaugural European sailing includes resort wear, handbags, jewellery, travel accessories and gifts. It also includes new fragrances, home décor and locally-sourced foods from Spain, Portugal, Greece and Italy. A ready-to-wear logo collection, which references Azamara’s itineraries, is one of the product highlights onboard the ship.
Some of the destination-led brand highlights include Hermina Athens, Greekazon, Zahati, JMonteiro Milano, Caroline de Benoit, Popolo and Pitusa.
Hermina Athens is a jewellery brand that was inspired by Greek mythology and art, Greekazon offers gift sets made in Greece and Zahati offers handmade braided accessories using vegetable fibres.
JMointeiro Milano offers fully customisable, 100% handcrafted Italian resort wear; while Caroline de Benoit is a fine jewellery brand with designs influenced by India and Indonesia.
Popolo combines French and Italian influences to offer bright and colourful handmade ceramics, while Pitusa is a female-led fashion brand that uses luxurious fabrics.
To enhance the shopping experience at sea, Starboard’s Luxury Division is curating a changing roster of exclusive signature experiences that take place either onboard or at ports-of-call. These immersive limited time experiences give guests a first-hand look at the craftsmanship and heritage of the brands onboard Azamara Onward.
During the European cruise, an artist from Atelier Charlotte Bourrus is set to create French and Italian landscapes in glass globes, Rose et Marius will be personalising candles and home fragrances, while Heimat Atlantica will showcase the craftsmanship of its Spanish handcrafted bags.
Azamara is an upmarket cruise line with a special focus on destination immersion. The fleet comprises four intimate yet luxurious ships: Azamara Quest, Azamara pursuit, Azamara Journey and the newest ship, Azamara Onward.
Commenting on Starboard Cruise Services’ destination-inspired retail offer, Azamara President Carol Cabezas said: “Destination immersion has always been our main priority at Azamara, and we are constantly looking for opportunities to provide our guests with a connection to local culture and crafts in each destination.
“Across our fleet, Starboard’s cultural shopping concepts and highly curated retail offerings have elevated our immersive sailing and strengthened our standard for destination immersion across our whole guest experience.”
