MSC promises “the future class of cruise retail excellence” onboard new luxury World Europa

New concepts include innovative shopping galleries, a connected MSC multiverse and luxury outdoor promenade

MSC World Europa will offer the future class of cruise retail excellence, with a concept designed around the principles of immersive dynamism, family experiences and ever changing exciting discoveries for its guests, says MSC Head of Retail Adrian Pittaway. 

MSC Cruises is getting ready for the December launch of MSC World Europa, its new flagship in its World Class prototype. Spanning 22 decks, with 2,626 cabins and boasting more than 40,000 sqmof public space, the ship will be MSC Cruises’ most sustainable ship to date, powered by cleaner LNG fuel, and with green techno-logy integrated throughout.

According to the company, World Europa “will offer a veritable world of different experiences pushing the boundaries of what is possible at sea – setting a new standard for the cruise industry.”

There are three main retail concepts onboard the World Europa on each of the three main public area decks:

Deck 6 –MSC’s Department Store at Sea

On Deck 6, Shopping Gallery is a true innovation in cruise retailing, says Pittaway. 

“This brand new concept brings together many different products and experiences for the first time on a cruise ship, creating a veritable ‘department store at sea.’”   

 Beauty, Fashion, Jewelry, Watches, Sunglasses, Technology, Food, Tobacco and Liquor will be offered together in the same retail environment with a fully interconnected department store.

Located at the heart of the “spectacular” 303sqm World Galleria, Pittaway says that the Shopping Gallery will feature an ever evolving, digitally enhanced event plan, which can change dependent on the day, time or port in which the cruise docks, with different spaces and feelings every hour.

The World Galleria is part of the impressive 104-metre long, 7 deck-high outdoor World Promenade at the heart of the ship, topped with an LED and kinetic dome ceiling – which is filled with  many of World Europa’s bars, restaurants, shops and boutiques.

“This flexible environment ensures that our guests are always able to discover something new and engaging throughout the cruise. A new retail theater at the heart of the store will allow the retail cruise director to guide guests through different activities and events, including tastings, learnings and seminars,” said Pittaway.

World Europa will also offer a seamless guest payment system that will allow for a truly frictionless guest experience that is completely connected to all other departments, which he says will deliver a totally innovative approach to tailored offers, cross promotions, recommendations and incentives. 

Deck 7 –The Immersive World of MSC

MSC Cruises’ own-brand shopping concept on MSC World Europa is an evolution designed specifically to get guests excited about the new class of ship and its innovative guest experience on board. Created as a connected MSC multiverse, the area contains the MSC Shop, MSC Hub and MSC 

Foundation, with the experience designed to capture the essence of MSC brands into different family experiences.

 The MSC Shop will be 100% larger than on Meraviglia class ships with a re-invented portfolio of products focusing on new designs, sustainability and experiences of MSC World class, with an “exhilarating” new design, explains Pittaway.

Outside the front of the store, a new MSC World Experience space has been created to host various events, seminars, workshops and promotions throughout the cruise.

 “The MSC Foundation shop will further our mission of providing guests a selection of dedicated merchandise to help raise money for good causes and worthy partnerships around the world,” said Pittaway.

Deck 8 – Luxury Outdoor Promenade

An indoor-outdoor promenade located in the unique outside space at the aft of the ship on Deck 8 will house a brand new world of luxury boutiques focusing on watches, jewelry and accessories.  

“The new stores, including an Omega boutique, have been designed to offer a premium and relaxed luxury retail experience to showcase our finest brands in a truly unique and high quality environment. The use of contemporary designs and large, open spaces are interwoven with the spectacular concepts in the outdoor spaces of the MSC World class. 

“The double height shopfront, large open display windows look-ing out to sea will give a new sensation of space, previously unseen in cruise ship shops, offering a perfect environment for luxury retailing,” says Pittaway. 

In addition to the Promenade and World Galleria, MSC World Europa features 33 restaurants, bars and lounges; entertainment that includes grand-scale theater productions, immersive performances in the aft lounge, interactive family entertainment in the Luna Park Arena, authentic Bohemian street theatre and a roller-disco; the largest children’s area in the fleet; 7 swimming pools and 13 whirl-pools plus a next-level premium Yacht Club.

Environmentally advanced

In addition, MSC World Europa is to become one of the most environmentally advanced ships at sea. It will be the first LNG-powered vessel in MSC Cruises’ fleet and the most environmentally advanced to date.

MSC World Europa will also feature selective catalytic reduction (SCR) systems, shore-to-ship power connectivity, advanced wastewater treatment systems to comply with the strictest global standard for wastewater disposal to sea, an underwater radiated noise management system to reduce potential noise and vibration impact on marine mammals, as well as a wide range of energy efficient equipment and systems to optimize engine use.

MSC expects to receive delivery of World Europa from the shipyard in October. The first Dubai-based cruises will begin at the end of December, says a company source.