MSC Cruises has hailed the recent inauguration of MSC Seaview, the third of 13 new ships to be built between 2017 and 2026.

The inauguration, undertaken by Italian movie star Sophia Loren in Genoa, took place on 9 June. A crowd of VIPs, key travel partners and international media were in attendance.

The MSC Seaview is the 15th addition to MSC Cruises fleet and third vessel to come into service in just 12 months as part of the company’s €10.5bn ($12.2bn) investment plan.

It set off on her maiden voyage from Genoa, Italy on 10 June to six ports in the Western Mediterranean (Genoa, Marseille, Barcelona, Naples, Messina and Valetta).


This winter, it will travel to South America and become the largest ever ship in the Brazilian cruise market. The vessel has a capacity of 5,331 passengers with 2,000 cabins and 1,413 crew members.

MSC Cruises Head of Corporate Retail Adrian Pittaway told TRBusiness: “The completion of MSC Seaview represents a grand total of 30 new boutiques opened by us in the last 12 months. With the opening of this ship, we now have celebrated having over 150 boutiques onboard our fleet, a perfect number to match our 15th anniversary.

“MSC Seaview, the largest ever cruise ship built in Italy, has a fantastic onboard retail footprint with over 600sq m of expertly designed space from our architect partners at Studio DazNapoli.


The Mini Mall on board sells confectionery brands from the likes of Lindt, Toblerone and Ferrero.

“With this ship, we both focused on a connection to the sea with large amounts of natural light, beautiful high quality materials, inviting colours and open deck access with seamless connection to the rest of the ship facilities.

“With this in mind, you will find the shops right around the different guest areas, designed in harmony with the relevant activities and events.  MSC Seaview helps us move forward our retail goal of offering experience retail that is at the heart of the cruise.”

According to the company, retailing on board MSC Seaview has been designed to be innovative, aspirational and elegant with 10 exclusively designed boutiques and over 200 premium brands.

An MSC statement read: “We want our shopping experience on board to be a lasting memory for all our cruise guests and therefore we have fully integrated our retail experience to be a highlight of the cruise.

“From special shop events hosted by our captain to daily shopping entertainment and experiences, there is always something to be excited and intrigued by. Integrated smart ship technology in the use of our MSC for Me app means bespoke communication to each of our passengers and tailored retail experiences and offers.”


Special shop events are hosted by the captain, while daily shopping entertainment and experiences are also offered on board.


The actual retail offer comprises a fine watches and jewellery boutique featuring Italian designs. A tailored shopping experience includes luxury brands such as Bvlgari, Omega, Tag Heuer, Damiani, Chopard and Mido. A bespoke personal shopping concierge service for MSC Yacht Club guests, alongside private invitation events add to the experience.

Watches & Sunglasses are represented in a ‘stylish fashion shop’ featuring brands such as Ray-Ban, Maui Jim, Gucci, Prada and Polaroid. Fashion watch brands including Skagen, Invicta, Guess, Michael Kors, Paul Hewitt and Daniel Wellington are also present.

MSC Seaview also boasts a fashion jewellery shop selling products from the likes of Swarovski, Infinity & Co, Paul Hewiit, Couer De Lion, Majorica and Buckley London.

Additionally, The MSC Shop stocks a range of souvenirs including an in-house designed range of clothes, toys, gadgets, gifts and home-ware.  Exclusively available on-board, the vessel’s limited edition MSC Seaview bear (Ernesto) sits at the heart of the store, along with a selection of inaugural season products and large MSC Seaview ship model.



A tailored shopping experience in the fine watches and jewellery boutique includes luxury brands such as Bvlgari, Omega, Tag Heur, Damiani, Chopard and Mido.

Brands such as Dior, Chanel, Lancôme, Hermès, Tom Ford, Bulgaria and Carolina Herrera can be found in a boutique offering fragrances, skincare and makeup. Located on deck 6, the boutique offers a number of travel and cruise retail exclusives.

The rest of the retail offer includes a Mini Mall, offering essentials from toy brands such as Lego, Chicco and Keel Toys, confectionery from the likes of Ferrero, Lindt and Toblerone, electronics from Apple, JBL and Samsung among others and hygiene and pharmacy goods….


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MSC Cruises hails the new Seaview onboard retail offer
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