Page 38 - IAADFS Summit 2023 Special Edition

INSIDER

MSC Group’s Explora Journeys introduces a unique onboard retail
experience with luxury reimagined

Explora Journeys, the luxury lifestyle official documentation, such as B Corp Explora Journeys focuses on small,
brand of the MSC Group, has unveiled the Certification or The Butterfly Mark, thereby niche, luxury brands that prioritize
distinctive retail experience featured on its guaranteeing a sustainable approach to sustainability. These include a carefully
first ship, EXPLORA I, called The Journey. their production practices. selected collection of sensorial fragrances
EXPLORA I, the first of up to six Explora Journeys says that it is and skincare, beautifully designed ready-
vessels scheduled to join the fleet of committed to partnering with brands that to-wear and accessories, homeware and
Explora Journeys, will be officially mirror its commitment to sustainable gifts, and fine food and drink.
named on July 8, 2023 in Civitavecchia practices and environmental consciousness. At the heart of the production
near Rome, Italy before heading to Adrian Pittaway, Head of Retail at process of each of the brands are natural
Southampton, UK to depart for her maiden Explora Journeys, comments: “The design materials many of which are recycled and
journey on July 17, 2023. of our retail spaces befits the beauty of the regenerative. Design and craftmanship
Inspired by the ‘Ocean State of Mind’ items they will offer. Carefully designed for are infused with passion, creativity, local
and influenced by the destinations the a calm and relaxing shopping experience, influences and inspirational stories of the
ship will visit, The Journey redefines the the spotlight always shines on the chosen artisans and artists who have created these
shopping experience at sea, reports the brands, products, their provenances one-of-a-kind products.
company. More than just a place to browse and stories. The knowledgeable service
and buy, it is described as “a journey of of our Explora Journeys hosts will be Welcome to The Journey
discovery, consciousness and craftsmanship complemented by founders and designers Sensorial Fragrances & Skincare
with provenance.” who will accompany our guests on their The Journey currently features ten
These qualities are reflected in a journey to the Ocean State of Mind.” regionally inspired niche fragrances and
collection of more than 30 artisanal brands, “With nearly all our 30+ ateliers, natural skincare brands from all over the
all of which share a commitment to caring unique in the ocean, we will truly bring world. These include Fueguia 1833, a
for the planet and its people. Every item different and truly sensory, inventive and luxury brand from Patagonia in Uruguay;
selected for The Journey is said to be a hyper-physical experiences each day of Floraïku, inspired by Asian culture and
celebration of creativity, passion and the their journey for our guests focused first named after a Japanese haiku; Luce di
power of discovery, each with “its own and foremost around passionate story- Sorrento, dermocosmetics conceived in
magical story to tell.” telling,” Pittaway tells TMI. Sorrento, Italy; Geneva-based Dr. Levy,
The offering will include items “A warm, welcoming open plan dermatologist created skincare using
exclusively designed for Explora Journeys environment with plenty of natural light stem cell and epigenetic biotechnologies;
and only available onboard EXPLORA I. and interchangeable concepts, we will and Soley Organics, founded in 2007 by
The Journey notes that it is the continue to evolve ourselves with each of Icelandic actress Sóley Elíasdóttir, who
first retail offer at sea that actively our different itineraries. It really is luxury, uses hand-picked wild Icelandic herbs from
looks for partners with relevant recrafted.” certified organic lands in the products.

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