In the world of themed retail, few launches have captured the spirit (literally and figuratively) like Jackie’s Spirit Shoppe, the newest store aboard The Queen Mary. This shop is truly the “flagship” for RMS Retailers, showcasing how we bring the venue experience into the store.
The Queen Mary challenged us to create a paranormal-themed retail space that felt unique and immersive. With just over a month of lead time, the RMS and QM teams transformed a vacant area into a story-driven shopping experience that guests have been raving about since day one.
Releasing Jackie: A Ghostly Debut
The concept behind Jackie’s Spirit Shoppe was inspired by the Queen Mary’s own lore. Working closely with the QM team, we decided to give the ship’s iconic spirits, featured in its annual Halloween haunt, a permanent home. The most famous of these, Jackie, is said to linger near the ship’s pool. Since the store is located in “The Vortex,” one of the ship’s paranormal hotspots near the pool, Jackie naturally became the centerpiece of the story.
The Lore of S.P.I.R.I.T.
To make this more than just a gift shop, RMS created a fictional backstory approved by the QM team.
When the Queen Mary arrived in Long Beach in 1967, strange phenomena quickly surfaced. By 1968, a secretive group formed: the Society of Paranormal Investigation, Research, and Immaterial Truths (S.P.I.R.I.T.).
The Society met in the Third-Class Dining Room—now Jackie’s Spirit Shoppe—where they conducted séances, spirit photography, and artifact channeling. Through a mirror cabinet, they discovered a way to bring artifacts from the other side into our world. For decades, S.P.I.R.I.T. cataloged supernatural phenomena until the 1990s, when the society mysteriously vanished. Their energy, it’s said, was absorbed by the spirits, strengthening their presence aboard the ship.
Today, the artifacts they left behind have resurfaced and are displayed for the first time in Jackie’s Spirit Shoppe.
Merchandise That Speaks to the Soul
Theming and storytelling are essential, but merchandise completes the experience. Ryan and our purchasing team delivered outstanding designs and curated items that resonate with guests. Feedback has been overwhelmingly positive. This is especially true for the Halloween event merchandise, which guests describe as “unique” and “must-have.”
The Future is Scary
Jackie’s Spirit Shoppe is thriving, and RMS Retailers will continue pushing the boundaries of themed retail. Spooky sells and guests aboard the Queen Mary expect it. With demand high, we’re excited to lean into the paranormal and deliver unforgettable experiences year-round.
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