Starboard puts luxury on the front foot aboard Norwegian Encore

Starboard puts luxury on the front foot aboard
Norwegian Encore
USA. Travel retail cruise concessionaire Starboard Cruise Services, has officially unveiled its retail offer
onboard the newest Norwegian Cruise Line vessel, Norwegian Encore – with a strong focus on high-end
watches and jewellery.

The ship was christened last Thursday by honorary godmother and Grammy award-winning artist Kelly
Clarkson, who also performed for the 3,500 guests present at Port Miami.

‘Godmother’ Kelly Clarkson performed hits: Miss Independent, Stronger, Since U Been Gone and other
chart-toppers at the ship launch

Norwegian Encore is a Breakaway Plus class vessel and the fourth ship from NCL on which Starboard – an
LVMH Moët Hennessy Louis Vuitton company – has retail concessions.

Frank Del Rio: “Norwegian Encore is a true
representation of the evolution of the brand”

At the christening, President and CEO of Norwegian Cruise Line Holdings Frank Del Rio said: “Five years ago,
we launched our history-making Breakaway Plus class and today, we are proud to christen Norwegian Encore,
the final ship of this class and a true representation of the evolution of the brand, here in our hometown of
Miami.”

The ship has more than 650sq m (7,000sq ft) of retail space named The Tradewinds Shops. Standout
components include the cruise line’s first Bvlgari boutique outside Asia and a dedicated luxury Swiss watches
area. Also present are first-at-sea brands, limited-edition spirits, and sustainability collections that align with
NCL’s environmental commitment.

Norwegian Encore can carry almost 4,000 passengers

The slogan – Splurge. Save. Encore – is a strong promotional element of the retail space, spun off from the
ship’s main slogan: Thrill. Chill. Encore.

Describing the “specifically-curated” retail offerings on Norwegian Encore, Starboard President and CEO Lisa
Bauer said: “There is a lot to discover from top-name brands to immersive events – we give guests many great
reasons to return to the shops again and again throughout their voyage.”

The elegant interior of the Bvlgari store

Bvlgari ribbon cutting (from left): Bvlgari President Latin America and Caribbean Christian Konrad;
Norwegian Encore Captain Niklas Persson; Starboard President and CEO Lisa Bauer. Below the dedicated
Swiss timepieces enclave

Luxury boost from Bulgari and Swiss watches

The large Bvlgari boutique and the fully-branded Swiss timepieces enclave sit side by side. The latter is claimed
to be the largest on any ship at sea and features selections from Panerai, IWC, Hublot and Cartier.

Known for its Italian flair and Swiss technology, Panerai is a first for Norwegian and the brand’s most
expansive space at sea. The ship also features a Cartier Espace; an enhanced fine jewellery area for Le Vian;
and the first presence for John Hardy at sea with a distinctive shop-in-shop concept.

In beauty – where the offer is more mainstream – IT Cosmetics is available for the first time at sea while fast-
growing NYX Professional Makeup is available for the first time on Norwegian Cruise Line.

Limited-edition spirits and branded collections

In the spirits and wines area, guests can choose from a selection of limited-edition rare spirits exclusive to
Norwegian Encore. They include Barton 1792 Full Proof Bourbon Barrel, Buffalo Trace Single Barrel Bourbon,
Herradura Tequila Single Barrel and Jack Daniel’s Single Barrel Whiskey. Each Jack Daniel’s whiskey bottle
features a commemorative Norwegian Encore medallion.

Meanwhile Champagne Veuve Clicquot bottles are offered in limited-edition arrow tins, created exclusively for
Norwegian Encore.

Starboard has focused on a number of exclusive line in the spirits segment (above). The broader watches
offer brings a strong array of brands to the party (below).

The main entrance to the beauty and watches/jewellery areas (above) and the eco-conscious Sail & Sustain
and Encore-branded selections of apparel (below)

Tying in with Norwegian’s Sail & Sustain environmental programme, the eco-conscious Sail & Sustain brand
has been created for Norwegian Encore featuring apparel and headwear made from recycled water bottles and
blankets produced from 100% recycled polyester. Also available are bracelets made from 100% recycled
materials from 4Ocean, another first for NCL. The ship also has its own branded collection featuring limited-
edition collectibles and a children’s collection.

Daily experiential events

On Norwegian Encore’s seven-day cruises, Starboard has developed activations to keep passengers coming
back to the shops. Among them are:

Bvlgari Serpenti Seduttori Celebration: Exclusive invitations to view Bulgari’s highly-anticipated new
timepiece, Serpenti Seduttori, with branded backdrops and photo opportunities.

Panerai Underwater World: Guests wear virtual-reality headsets to explore the underwater world and learn
about the dive-worthy properties of Panerai timepieces.

Sail to Bali with John Hardy: An immersive experience about the eight-step process of John Hardy’s Balinese
jewellery-making techniques.

Cartier Grooms: Showcasing Cartier’s world-famous uniformed ‘Groomsmen’. Selected guests receive a co-
branded Cartier postcard that can be brought to the Cartier Espace and mailed from a Cartier-branded mailbox.

Makeup Seminar: The chance to have a five-minute makeover featuring NYX, IT Cosmetics and Urban Decay
products.

“Starboard continues to exceed our expectations with retail offerings and services that are as innovative as our
ships,” said NCL President and CEO Andy Stuart. “Shopping is an integral part of the cruise experience that
guests look forward to.”

Yesterday, Norwegian Encore started its seven-day cruises to the Eastern Caribbean from Miami, with
Bermuda, Canada and New England itineraries from New York City beginning in April 2020. Voyages to the
Western Caribbean from Miami will start in December 2020 followed in the spring of 2021, by cruises to
Alaska from Seattle.