Icon of the Seas: vers une multiplication sans limite des « malls flottants » ?

Gilles Paché
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Gilles Paché: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: More than just a cruise ship of impressive dimensions, the Icon of the Seas, commissioned in January 2024 by Royal Caribbean, is the symbol of a well-known experiential approach widely studied in marketing: retailtainment. This ship takes the fundamentals of the North American mall model and gives it a "new lease of life." This article uses the archetypal case of the Icon of the Seas to examine the possible reinvention of a model considered to be in decline, particularly with the proliferation of dead malls around the world. The author draws on the constituent elements of retailtainment to introduce the original notion of the "floating mall." Beyond the nesting of commercial and recreational activities, the loss of all spatiotemporal reference points is one of the characteristics of the "floating mall," allowing it to be an equivalent of the traditional mall.

Keywords: Distorsion temporelle; Mall; Marketing expérientiel; Navires de croisière (search for similar items in EconPapers)
Date: 2024-03
New Economics Papers: this item is included in nep-mac
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Published in Revue de Management et de Stratégie - RMS, 2024, pp.1-15

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