CruiseThe upmarket cruise line launches curated destination-geared collections, from Maori carvings and handspun wool knitwear to Chilean glass art.

Azamara gets innovative with retail therapy concept to better engage passengers

Azamara says curated cultural collections will be reflective of each destination visited.
Azamara says curated cultural collections will be reflective of each destination visited. Photo Credit: Azamara Australia & NZ

Azamara has launched a destination-tailored retail programme that is curated specifically for each cruise and will showcase local products and artisans.

The cruise line said the new retail concept is being designed to complement its shoreside evening activities and overnight port stays, with experiences onboard and ashore with artists and craftsmen in their studios and shops.

"Our well-travelled guests desire exclusive escapes and thoughtfully selected excursions inspired by local culture and traditions," Azamara president Carol Cabezas said in a statement. "The retail experience should not be an exception, but rather an integrated layer to amplify meaningful memories across the cruise journey."

Curated cultural collections will be reflective of each destination, such as one-of-a-kind Maori carvings while sailing to New Zealand, handspun wool knitwear in Norway, or limited time experiences such as hand painted silks from Barcelona, Azamara said. Socially conscious items will include Chilean-made infused glass art sourced from recycled windows and bottles.

Azamara partnered with the luxury division of retailer-at-sea Starboard Cruise Services, an LVMH Moët Hennessy company, to reinvent Azamara fleet's retail offerings. The partnership launched 28 August with the line's first cruise since the global cruise shutdown, on the Azamara Quest from Athens.

Source: Travel Weekly

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