CASE STUDIES

EVENTS & EXPERIENCES, BRAND REPRESENTATION Tony Smith EVENTS & EXPERIENCES, BRAND REPRESENTATION Tony Smith

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Project Overview: Celebrity Cruises is one of the three distinctive cruise lines owned and operated by Royal Caribbean Cruises Ltd. As the brand’s luxury cruise line, Celebrity prides itself on its ability to deliver warm, “contemporary design” and “attentive, highly-personalized customer service”.

To introduce their new Edge Class ship – a beautiful vessel that challenges the industry with its innovative take on design and architecture – Celebrity tasked us with creating an event that focuses on what cruiseline.com reports is the most important aspect of cruising to consumers: the food.

The event needed to reinforce their belief in culinary and introduce the latest dining innovations onboard the Edge, while generating buzz amongst the press. We needed to push the boundaries of a traditional press event or sit-down dinner, and create an experience that would truly engage eyes and taste buds.

 
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Our proposal: Replicate the on-ship dining experience by transforming a 70,000 square foot space into a stimulating experiential environment allowing attendees to see, feel and taste the award-winning dining experience that awaits travelers aboard Celebrity Edge.

What we did/ Opening statement: We designed physical vignettes of each restaurant, drawing inspiration from the food, the culture and the actual Edge Class design.

  • Normandie

  • Cosmopolitan

  • Cyprus

  • Tuscan

  • Blu

  • Finecut Steakhouse

  • Le Grand Bistro

  • Roof Top Grill

  • Raw on 5

For the design of the culinary environment, we drew inspiration from the cuisine and its fresh ingredients, the place of origin, and the actual aesthetic design of each restaurant. Then constructed our 9 unique “mini restaurants” which served food in a cocktail type setting so that guests could freely move around the space and sample Celebrity’s culinary delights at their leisure. All food was provided by Celebrity’s Michelin Star Chef, Cornelius Gallagher, Celebrity’s AVP, Food & Beverage.

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Project Results: Our creatively immersive tactics for the Celebrity Culinary Experience were a hit with the media receiving high praise in 48 articles from top consumer, travel and F&B publications featuring exceptional comments:

  • “OMG, what sorcery is behind this magical dessert?” – Delish commenting on the delightful Le Petit Chef experience.

  • “When Celebrity Edge makes its way to Florida, it promises to offer the most dining options ever for the cruise line.” – Orlando Sentinel + Florida Sun-Sentinel

  • “Celebrity Edge is extraordinary in every aspect and the culinary offerings are just one reason to book a cruise on this ship.” – Hi Class Magazine

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