I was engaged by Virgin Voyages to explore and develop a groundbreaking retail strategy for their new cruise line. Tasked with redefining the traditional cruise ship retail experience, my role combined creative direction with strategic insight to craft a retail proposition that was unmistakably Virgin—bold, innovative, and customer-centric.

I worked closely with Virgin's Design & Customer Experience Team to conceptualize retail spaces that would resonate with Virgin’s distinct customer base and set a new standard for the industry. From the high-level strategy to the layout and design of retail environments to product assortment and fulfillment strategy, my approach was rooted in Virgin’s ethos of challenging the status quo and creating extraordinary experiences.

The result was a strategic vision that blended simplicity, wit, and vibrancy, exploring and redefining retail touchpoints and the nature of product delivery. My work laid the foundation for a retail experience entirely different from anything at sea, ensuring that Virgin Voyages would stand out in a crowded marketplace and leave a lasting impression on every sailor.