P&O Ferries
The English Channel
550m2
Duty Free
Department Store
Master Planning
Retail Design
Graphic Design
Sign Design
Interior Architecture
Brand Experience
The Peninsular and Oriental Steam Navigation Company has been a global transport operator for over 170 years, adapting as required to the trading world around it. True to its pioneering spirit, P&O commissioned Kinnersley Kent Design back in 2008 to create an off-shore shopping experience for the newly commissioned fleet, to coincide with 2 big milestones, the company’s 175th anniversary and the London Olympics in 2012.
Our brief was to design a 550m2 retail area for both Spirit of Britain and Spirit of France to include the following departments: beauty, fragrance, accessories, toys & games, confectionery, a bookshop, beers, wines & spirits, gifting, a lounge area and foreign exchange counter. The design had to conform to the rigid restrictions imposed by maritime law, while careful consideration had to be given to category layout to ensure appropriate adjacencies and customer flow through the store.
Traditional European shopfitting for shipbuilding was both creatively limiting and dated. We challenged all traditional notions of off-shore retailing. Our aim was to create a ‘department store for the sea’ that conforms to both operational & maritime requirements. We took the view that off-shore shopping should rival high street shopping. The sheer size of the vessel meant we moved the retail area to the central area of the ship by key passenger walkways to maximise flow & footfall. The new ship is the first to have panoramic windows, we incorporated and designed a seating area to maximise the onboard experience. It includes a coffee bar for passengers to enjoy the views & their purchases. Fixtures and fitting designs are durable and well engineered to withstand all-weather crossings and vibrations while the ship is moving, and cope with high footfall.
The Spirit of Britain has had immediate impact in retail performance. Revenue and spend per passenger is the highest on the Dover to Calais route, with higher penetration and average transaction values than any other ship. Aside from the excellent performance financially the ship is also driving the standard of experience on board, ensuring the values of the brand are well represented. We were able to deliver a fresh and contemporary store concept that met specific maritime regulations and P&O’s operational needs. For a virtual tour please see www.POferries.com/newships