SPRAYGROUND SETS SAIL WITH CRUISE RETAILER HARDING+ FOR AN IMMERSIVE POP-UP EXPERIENCE AT SEA
Sprayground, the globally renowned travel fashion brand celebrated for its bold designs, collectible accessories and boundary-pushing creativity, is taking its signature retail experience to the high seas.
Running until late October 2026, Sprayground’s exclusive onboard pop-up, in partnership with Harding+, brings the brand’s unmistakable world of art, fashion and self-expression to guests sailing across the Norwegian Fjords and the Mediterranean.
Following its European sailings, the pop-up will return to UK shores before heading to the Caribbean, where Sprayground will feature as part of a wider, cross-category Caribbean-themed activation, introducing the brand to new audiences across a further series of voyages.
The Sprayground pop-up is open daily throughout the activation period, welcoming guests across a series of seven- and fourteen-night voyages. Designed as an immersive extension of the Sprayground universe, the space has transformed the traditional cruise retail experience with striking visuals, bold installations and the brand's signature larger-than-life creative energy.
Guests onboard P&O Cruises’ Arvia can discover and shop Sprayground’s distinctive collection in a setting unlike any other, surrounded by the excitement of life at sea and some of Europe’s most sought-after destinations
The pop-up has been designed to deliver more than a traditional shopping experience. Featuring eye-catching branded displays, immersive visual elements and digital components, the activation brings Sprayground's disruptive approach to retail into an entirely new environment. From statement installations and sculptural features to video and LED displays, the space reflects the creativity and visual storytelling that have helped establish Sprayground as one of the most recognizable brands in contemporary travel fashion.
A NEW GENERATION OF CRUISE RETAIL
The collaboration arrives at a time when the cruise audience is more diverse than ever before.
Today's cruise guest is anything but one-dimensional. From multi-generational families and experienced cruise travellers to younger guests discovering cruising for the first time, P&O Cruises attracts a diverse audience spanning different generations, lifestyles and shopping behaviours.
That diversity presents an exciting opportunity to introduce Sprayground to new audiences while creating a unique retail experience that appeals to guests throughout their journey.
For the team behind the activation, the partnership with Harding+ represents a new chapter for experiential retail - bringing together fashion, travel, entertainment and culture in one of the world's most unique shopping environments.
The activation also reflects Sprayground's continued global expansion and its commitment to bringing the brand directly to consumers through unexpected and culturally relevant experiences.
Known for transforming retail spaces into creative destinations, Sprayground has built a global following through its distinctive visual identity, limited-edition collections and collaborations spanning fashion, entertainment, sport, art and popular culture.
This pop-up in partnership with Harding+ marks the latest evolution of that approach - taking Sprayground beyond traditional retail environments and bringing its world directly to travellers as they journey between destinations.
Whether guests are longtime collectors of the brand or discovering Sprayground for the first time, the pop-up invites travellers to step into the world of Sprayground - where art, fashion and imagination know no boundaries.
ACTIVATION DETAILS
WHAT: Sprayground Pop-Up Experience in partnership with Harding+
WHERE: P&O Cruises' Arvia
TIMING: running until late October 2026
OPEN: Daily throughout the activation period
SAILING DURATIONS: Primarily 7- and 14-night cruises
INITIAL DESTINATIONS: Norway and the Mediterranean
NEXT DESTINATION: The Caribbean, following the pop-up’s return to UK shores
