New SeaFrance vessel takes retail 'leap of faith'

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With a capacity of 1,900 passengers, 700 cars, 120 freight vehicles and 470 sq m (5,057sq ft) of shopping space the SeaFrance Rodin will at once become the company's largest ferry and retail showcase when it is delivered in October.

Designed by UK design company Portland, the retail plan includes a dominant central circular feature and walkway with quadrants for fragrances and cosmetics, watches and jewellery, accessories and crystal and another for toys. Other features include brand corners for L'Occitaine cosmetics, Crystal D'Arques and Swarovski plus a French-themed Wine Cellar and separate areas for electronics and technology (including a video wall feature), fashion, confectionery and fine foods. A traditional duty-free area is segregated by a moveable tensile barrier so that it is visible at all times, including the UK sector of the crossing. Allied Domecq Duty Free will incorporate a new merchandising unit for their liquor portfolio, launched especially for the Rodin.

Portland senior designer responsible for the concept, Pauline Muscant, told TRW: "This represents a great leap of faith in terms of retail for SeaFrance. Overall we had to take into consideration more high street principles, now there is no more driving force on price points. For example we reconfigured the entrance and exit to do away with the traditional bank of check-outs. The use of promotional spaces, glass, stainless steel and concealed lighting is designed to be very contemporary and very different.

"We have incorporated graphics from Rodin's paintings in a subliminal way on the wall and in the checkout area. This signature is something SeaFrance might carry across to their other vessels," said Muscant. An additional 15.5sq m (167sq ft) kiosk area will handle sales during off-peak periods during the night. The entrance to the store is from an impressive gallery area (pictured).

SeaFrance is impatient to take delivery of a vessel that symbolises its will to renew its fleet, and consolidate its position as the French representative on the competitive cross-channel route. SeaFrance spokeswoman, Marion Margot-Protat, commented: "The SeaFrance Rodin will be the largest and most luxurious on the Dover-Calais route. The passenger areas will be fitted to cruise liner standard, with no expense spared."