By
Rebecca Gibson |
Designing cruise ship interiors that resonate with different cultural markets is a complex challenge. Guest expectations and social behaviours vary widely from one region to another, so international design studios like SMC Design must take a deeply considered, market-specific approach on each project.
“Designing for different markets is something we see as a creative opportunity rather than a constraint.” says Andrew Brown, managing director at SMC Design. “Each region brings its own cultural references, guest expectations, operational formats and our process always starts with understanding those nuances in depth. We invest time in research, collaboration with local stakeholders, and listening carefully to our clients to understand what will resonate authentically with their guests.”
SMC Design applied this strategy when working on AROYA, the inaugural ship for Aroya Cruises, the first Saudi Arabian cruise brand. Previously built as Star Cruises’ World Dream, AROYA was reimagined for the Saudi Arabian market in the largest cruise ship refurbishment project to date – 18 decks of public and accommodation spaces were transformed in just 22 months.
“From the outset, the focus was to create spaces that felt proudly Saudi Arabian while remaining contemporary and internationally relevant,” says Alan Stewart, managing director at SMC Design. “We were lead architect for around 80 per cent of the interiors, with responsibility for branding, wayfinding and art sourcing. This approach has been recognised with multiple CSI awards, including Best Dining Space for IRTH and Design Team of the Year.”
SMC Design adapted its approach to meet the expectations of the very different demographic sailing onboard ASUKA III, the first newbuild to join Japanese operator NYK Cruises’ fleet in over 30 years.
“There was a strong emphasis on longevity and comfort,” says Brown. “The brief centred on creating a calm, residential feel rooted in Japanese sensibilities. Subtlety and craftsmanship were key, with wellness integrated as part of everyday life. SMC Design was responsible for the interior design of the entire ship and received CSI awards for Best Stateroom for the Balcony Cabin and Best Wellness Space for the Grand Spa.”
Despite the diversity of the two ships and their target markets, Stewart says SMC Design’s top priority when creating the interiors remained the same for both projects: respecting the culture and the guests. “Our job is to take those values and make spaces that feel natural and welcoming to the people using them,” he explains. “When it works, the design feels authentic rather than imposed.”
Discover more insights like this in the Spring/Summer 2026 issue of Cruise & Ferry Review. Don’t miss out – subscribe for FREE and get the next issue delivered straight to your inbox.