Crystal Cruises, the luxury cruise shipping company in the Genting Hong Kong group, said it plans to make the historic Shrine Building in downtown Miami its central display location for portfolio.

“The 1930’s Art Deco landmark located on Biscayne Boulevard will become the first land-based member of the Crystal portfolio, as the line plans to exponentially expand its collection of luxury travel offerings over the next three years with the launch of Crystal Yacht Cruises, Crystal River Cruises, Crystal Luxury Air, Crystal AirCruises, Crystal Exclusive Class ocean vessels and Crystal Residences,” the company said in a statement.

The move is part of the company’s strategy introduced last year to transform it from a cruise line to a lifestyle company.

“The reimagined building will serve as the headquarters for travelers to preview Crystal Residences at sea and will also provide an immersive and interactive experience for guests who want a glimpse into the all-inclusive Crystal Experience,” the company said. Overseeing the building project is architect Richard Heisenbottle of South Florida’s R.J. Heisenbottle Architects, P.A., who has a curated vision for bringing the historic building into a new era, much like the Crystal brand.

Designed to mirror many of the nuances travelers experience aboard Crystal vessels, the building will feature showrooms for the residences planned for the “Exclusive Class” ships. The company plans to build three of these 100,000 gross ton ships with 1,000 passenger capacity at Lloyd Werft in Germany, which is now also owned by Genting.

Also on the ground floor will be a specialty restaurant, which will offer the same celebrated standard of cuisine service for which Crystal has been known for. “After taking an elevator up one floor, guests will emerge into an all-encompassing 180-degree cinematic experience of all things Crystal. Grand-scale murals and living walls will be featured, highlighting the global experiences and destinations offered with Crystal,” the company said.

“The two large balconies that currently adorn the building will be outfitted to reflect a ship’s private veranda, capitalizing on the building’s close proximity to Biscayne Bay. Individual private conference rooms will line the perimeter of the second floor, offering a quiet space for guests to learn more about Crystal Residences.”