A luxury retail concept by II BY IV DESIGN
The Facets jewelry store aboard the Crystal Cruises Serenity, designed by II BY IV DESIGN, represents a contemporary interpretation of luxury retail design within a cruise ship environment. The project is part of a major $25 million refurbishment completed during a two-week dry dock, aimed at redefining the ship’s retail areas through a refined and timeless aesthetic.
In this context, the store operates as a compact boutique, where jewelry store design is integrated with the travel experience and with a broader vision of spatial identity. The project demonstrates how retail design can establish a clear and coherent language even in non-traditional environments such as cruise ships.
Materials and bespoke details in jewelry store design
The boutique recalls the image of a jewel box, with mother-of-pearl wall cladding, chrome-framed showcases with softened edges, and custom furniture inspired by the facets of a diamond. At the entrance, ebony-toned metallic details frame integrated display cases with internal lighting, while wall panels conceal magnetic storage systems to optimize space.
MR-16 spotlights enhance lacquered charcoal surfaces, enriched by handcrafted faceted chrome knobs. The project balances functional display requirements with material perception, a key aspect in jewelry retail environments.
The luxury jewelry design is further expressed through cream-colored leather seating combined with tubular lighting elements that reflect and diffuse light. A bespoke British carpet echoes the geometric motif of facets, shifting from light to dark grey depending on perspective. Lighting plays a central role in shaping atmosphere, depth and visual clarity.
Facets Jewelry Store Crystal Serenity: shopping experience and visual merchandising
The Facets jewelry store on Crystal Cruises Serenity is designed for a sophisticated and affluent traveler, seeking not only products but also a curated retail experience. Large lacquered showcases in dark tones, with interiors in light wood, interact with back-painted beveled crystal display plinths equipped with leather cushions.
The retail space is enriched by a site-specific artwork and a custom-designed table with leather inlays, supported by chrome legs and illuminated by an oversized drum chandelier. The overall composition creates a controlled and immersive environment, where visual merchandising, furniture and lighting contribute to a coherent and refined customer experience.
II BY IV DESIGN and international retail design practice
Founded in 1990 by Dan Menchions and Keith Rushbrook, II BY IV DESIGN is an internationally recognized studio specializing in retail, hospitality and residential projects. Based in Toronto, with a multidisciplinary team of around 50 professionals, the studio is known for its ability to create immersive and identity-driven environments.
The Facets jewelry store aboard the Crystal Serenity is a representative example of this approach, where luxury, craftsmanship and design precision converge in a compact yet highly articulated retail space. The project highlights how retail design can successfully adapt to unconventional contexts, transforming a shipboard boutique into a distinctive and memorable environment.
Location: Crystal Cruises Serenity
Design / Architecture: II BY IV DESIGN
Photo credit: Ian Schemper
by AN Shopfitting Magazine no.134 ©