A new Formula 1-inspired retail and entertainment activation is heading to P&O Cruises Arvia this summer, as cruise retail operator Harding+ taps into the growing global popularity of Formula 1 to deliver a more immersive onboard experience.

The initiative brings together a range of well-known brands, including Maui Jim and TAG Heuer, alongside collectible products from The LEGO Group and Maisto / Bburago. The activation is designed as a cross-category experience, blending retail, entertainment, and interactive elements into one themed environment onboard.

At the center of the concept are interactive racing simulators, where guests can engage with a virtual Formula 1 track. Participation includes wearing polarized sunglasses from Maui Jim, integrating product testing directly into the experience. The setup aims to move beyond traditional retail by combining hands-on interaction with branded storytelling.

Harding+ said the activation reflects a broader shift in cruise demographics. With a younger average passenger age and more multi-generational families traveling together, demand is increasing for experiences that are social, interactive, and relevant across age groups.

The onboard experience also features exclusive merchandise and themed displays, designed to recreate the atmosphere of a Formula 1 event at sea. Early response has been strong, with high levels of guest engagement reported within the first days of the launch.