NORWEGIAN CRUISE LINE PRIMA EVENT SERIES

Making History in Reykjavik, Iceland

Norwegian Prima’s breathtaking Icelandic christening celebration

Overview
Norwegian Cruise Line Holdings and VIVA made history with the christening of Norwegian Prima, the first major cruise ship ever christened in Reykjavík, Iceland. The event marked the debut of NCL’s new Prima-class vessels, launching to more than 2,500 global guests with a two-day celebration that combined Icelandic artistry, innovative design, and world-class entertainment.

VIVA’s Role
VIVA concepted, designed, and produced the full christening experience, from creative roadmap and pre-event strategy to on-site production and global broadcast delivery. Partnering closely with NCL’s executive and brand teams, VIVA created a highly branded environment inspired by Norwegian Prima’s modern aesthetic and delivered a seamless multi-day program that embodied the ship’s “Be the Firsts” theme.

The Experience
The festivities opened at Reykjavík’s Harpa Concert Hall with The Art of Iceland, an evening designed to immerse guests in the culture and creative spirit of the host country. VIVA transformed the venue’s architecture into a dynamic stage for performance and storytelling, featuring the Fire & Ice Plaza, a fusion of performance art and installation that greeted guests on arrival. The program included a reception, curated art displays, an a cappella staircase serenade, and live performances by the Icelandic Symphony Orchestra, the Icelandic Girls’ Choir, the Icelandic Dance Company, and singer Bríet, creating a vivid reflection of Iceland’s natural beauty and creative energy.

The following evening, VIVA produced the official christening ceremony aboard Norwegian Prima. From the state-of-the-art Prima Theater to satellite venues across the ship, guests experienced a coordinated celebration featuring NCL executives, clergy for the blessing, Norwegian Cruise Line Holdings Chair Kristin Kloster, and performances by Eurovision favorites Daði og Gagnamagnið.

The evening culminated in a headline performance by global superstar Katy Perry, who also served as the ship’s Godmother. The event  was livestreamed to thousands worldwide, amplifying the experience for global audiences.

Impact
The Norwegian Prima christening set a new benchmark for cruise-industry launches, uniting culture, artistry, and entertainment in a first-of-its-kind Icelandic celebration. VIVA’s integrated approach in creative direction, production design, and live execution delivered a cinematic, globally visible experience that elevated NCL’s milestone moment and introduced its next-generation flagship in unforgettable fashion.

Outcome

• Created a memorable, high-profile, and one-of-a-kind christening experience that introduced Norwegian Prima and NCL’s next groundbreaking class of ships.
• Hosted the largest event NCL has ever produced in its 54 year history.
• Expertly managed logistics associated with flying in more than 2,600 guests to Iceland, including coordinating the largest embarkation at the Port of Reykjavik, managing the city’s largest local labor call, and executing over 45 AV setups across twelve venues.
• Secured global media coverage that positioned Prima as a first in the industry.
• Increased awareness, bookings, and engagement through live-streamed events, including a kickoff in Reykjavik, the christening ceremony, and on-location broadcasts.
• Set a new standard for innovation among ultra-premium brands and delivered first-in-class hospitality at every touchpoint.
• Earned award nominations for “Best Cultural Event,” “Best Staging and Set Design,” and “Best Invitation-Only Event.”