The cruise company MSC Cruceros has launched its first immersive pop-up store in Madrid. This temporary space, located on the bustling Gran VΓa, will be open to visitors until November 30. The project comes under the playful slogan βVaya, vaya, aquΓ sΓ hay playa,β which roughly translates to βWell, what do you know, there really is a beach here!β This initiative highlights the company’s strategic focus on the Caribbean and its exclusive private island, Ocean Cay MSC Marine Reserve.
Visitors to the store can literally immerse themselves in a Caribbean atmosphere. Designers have recreated the setting of a paradise beach, enhanced with interactive features. Among the attractions are a themed ball pit and a virtual reality experience that lets guests explore life on board the company’s ships. There are also several themed photo zones for vibrant snapshots, as well as exclusive surprises, various promotions, and prize raffles awaiting guests.
The commercial side of the project is also carefully planned. The store offers special Black Friday deals, including discounts of up to 50% on selected cruises. Guests can also consult with staff and book future trips on the spot. According to MSC Cruceros’ representative in Spain, SofΓa Basterra, the main goal is to let visitors feel the magic of traveling with the company long before they set foot on board. She noted that this helps establish a direct emotional connection with the unique Caribbean atmosphere and the exclusivity of Ocean Cay.
Notably, MSC Cruceros is part of Mediterranean Shipping Company (MSC) S.A. and ranks as the third largest cruise brand in the world. The company leads in the markets of Europe, South America, the Persian Gulf region, and South Africa, demonstrating the fastest growth rate in the global cruise industry. Its fleet is considered among the most modern worldwide. MSC Cruceros places great emphasis on environmental issues, actively investing in next-generation marine technologies to protect the environment. The crown jewel of its Caribbean routes is the private island Ocean Cay MSC Marine Reserve in the Bahamas, a unique example of regeneration: once an industrial sand mining site, now a thriving marine reserve. The company offers a wide range of onboard services, from family-friendly vacations to luxurious seclusion in the exclusive MSC Yacht Club. The Spanish market is one of the operatorβs key segments, with ships regularly departing from major ports such as Barcelona and Valencia. The opening of a temporary store in Madrid marks a new step in its marketing strategy, aiming for direct and informal engagement with clients in one of Europe’s principal capitals. The companyβs headquarters are in Geneva, Switzerland, although its roots trace back to Naples, Italy, where it was founded in 1989.
