An app that showcases the cutting Edge of cruising.


Celebrity Cruises, the modern luxury cruise line celebrated for its stylish accommodations, high quality cuisine and one-of-a kind destination experiences, is revealing its next generation of ships – Edge Class. Edge Class will set the standard for modern luxury travel by completely redefining the approach to ship design and evolving luxury travel at sea. Edge Class will be cruising’s next icon.

Celebrity came to Genuine and Jack Morton for their launch event. A key success factor for the launch is enticing 150 influential media and travel agents to attend and talk about the striking new ship in a way that inspires people who have never cruised before to book.



Genuine was tasked with crating an iPad app for the event that delivers an intimate peak into the revolutionary Edge Class ship through content and AR technology. The Edge is the first ship to be designed in 3D and revealed in 3D, as we will be showing attendees the features of the new ship in 3D at this event. Edge has also been designed by some of the world’s leading architects and designers. Therefore, Genuine needed to ensure that the app showcased the amazing 3D theme, design and innovation.

Celebrity Cruises
Genuine + Jack Morton
Project Type:
Application Design
My Role:
Lead UX Designer
Project Team:
Dana Valeri - Producer, Katie Brown - Account Director, Giola Veliaj - Account Supervisor, Cara Guappone - Senior UX Desinger, Mike Clark - VP of Design, Christen Dute - Associate Design Director, Christian Connolly - VP Experiential & Video, Charles Jetz
January 2017 - March 2017
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Inside the event, Jack Morton created a 'shipyard' experience of physical mock-ups of various rooms and areas aboard the Edge. The Genuine team then developed an app specifically for the event to give guests a richer experience of the spaces. By combining beacons and AR technology, guests could access the additional videos, 3D renders, 3D model overlays and information relevant to the space they were looking at. We gave each guest their own personal iPad Pro equipped with the app to discover these extra details.

Augmented Reality VS. Beacon Technology


Beacon technology was also used throughout the event space to provide notifications to the user and encourage them to move to the next section in order to assist in the event flow.

The app allowed users to engage with content and the physical space in an interactive way as well as allowing the attendees to feel the innovation and design behind the Edge ship.

Optimizing the Event Layout & Flow

Accommodations Floor
To facilitate exploration and avoid bottlenecks in the VR spaces we implemented a coordinated system of notifications (along with Celebrity hosts) to guide guests through the experience. Guests were divided between the first and second floor - 50 guests on level 1 and 30 guests on level 2 with at least 10 celebrity hosts per floor.

Destinations Floor

  • Digital Overview Station
  • Digital Key Station
  • Stateroom Automation Station 
  • Concierge Station
  • Super Power Station
  • Wayfinding


The app and event truly helped bring to life the Celebrity Edge for media, influencers and travel agents to increase bookings on the Celebrity Edge.

  • 63 media in attendance at the press event, including international press
  • 33 U.S. consumer, technology, business, and trade media interviews 
  • 11 influencer interviews