Creating original interiors onboard cruise ships and ferries has become a defining factor in brand differentiation, as operators move beyond standardised design templates to narrative-driven concepts. According to the 2025 State of the Cruise Industry Report from Cruise Lines International Association guests are increasingly motivated by authentic, immersive and experience-led travel, which suggests cruise lines should shift towards creating more meaningful and personalised onboard experiences too.
To cater to rising passenger expectations, cruise lines want their ships to offer more than formulaic designs, predictable layouts and neutral palettes; they want to create unique spaces comparable to those in high-end luxury, hospitality and retail venues on land. However, they also need to meet strict accessibility, safety and regulatory standards such as those set out by the International Maritime Organisation.
Evolving steel construction and prefabrication techniques have enabled designers to create an array of efficient yet accessible layouts for cruise ships and ferries of all sizes. In addition, the expanding range of marine-grade synthetic fabrics has allowed designers to inject originality into their designs while incorporating cruise line branding and remaining compliant with safety regulations.
Interior design is becoming a key storytelling tool for operators keen to build a cohesive brand identity across their fleet. This shift towards narrative-led, brand-driven designs is allowing operators, such as Hurtigruten, to reimagine their onboard spaces. “We are using interior design to reflect Scandinavian aesthetics and to recreate the aura of the period of the great exploration expeditions for a modern audience,” says André Pettersen, chief product and hotel officer at Hurtigruten. “This approach connects directly to the brand’s explorer heritage and the naming of new ships after natural phenomena and Norway’s stunning scenery – Nordlys, Nordkapp and Trollfjord – tells a distinctive brand story centred on adventure and their roots.”
Interiors onboard Hurtigruten’s ship Trollfjord have been designed to reflect Scandinavian aesthetics while recreating the aura of the period of the great exploration expeditions (credit: Hurtigruten/Espen Mills)
Often cruise brands will enlist the services of external interior design firms to create narratives for individual spaces. For example, Celebrity Cruises collaborated with BG Studio to develop the narrative-driven design concept for the Fine Cut steakhouse on Celebrity Solstice.
“We wanted to create a steakhouse experience guided by a sense of journey, arrival and special occasion,” says Francesca Bucci, president of BG Studio. “Sculptural arches create a dramatic threshold, giving the restaurant a stronger sense of identity so it feels like an experience in itself, rather than simply a dining room. A diverse palette of warm wood tones, metallic accents, soft neutrals and rich burgundy and green upholstery adds depth and contrast. The spatial planning enables the restaurant to feel more layered and intimate, while the tailored contemporary furnishings give the space a polished, up-to-date character that feels distinctive, elevated and aligned with the Celebrity brand.”
Fine Cut steakhouse onboard Celebrity Solstice (credit: BG Studio)
While concept-led design is shaping individual venues, cruise lines are also embedding storytelling at a fleet-wide level. For MSC Cruises, interior design has become “central” to how the cruise line expresses its brand identity. Antonio Di Nenno, the brand’s director of architecture design, focuses on creating a coherent narrative guests can experience throughout the ship. “Our architects and designers approach each ship as a complete spatial composition, where form, materiality and light work together to define identity,” he says. “A key focus for us is the deliberate use of materials. We see materials not just as finishes, but also as storytellers, whether that’s through the tactility of natural stone, the craftsmanship of bespoke joinery or the refinement of contemporary metals and glass. These choices allow us to create interiors that feel both elevated and authentic, reflecting our Mediterranean heritage while remaining globally relevant.”
Windstar Cruises, meanwhile, focuses on destination immersion and evoking the intimacy of yacht-style travel when designing ship interiors. “Using interior design to tell a more distinctive brand story always comes back to the feeling of being on a yacht rather than a cruise ship,” says Jessica Payne, senior manager of interior design at Windstar Cruises. “Our guests want the sense of intimacy being close to the sea brings. We’re pulling into incredible ports in smaller towns with so much character that we never want the ship to outshine that experience. We want guests to feel immersed in where they are and then the ships feel like coming home. If you don’t feel like adventuring that day, you should be just as comfortable hanging out onboard, enjoying the water and the quiet. Interior design is how we make both of those things feel true and consistent. We lean into layered, residential material palettes with things that feel collected rather than specified and make sure you move through the spaces with ease and instinct.”
This focus on destination immersion and emotional resonance is shaping how design firms such as Studio DADO interpret and express brand identity. “We ask a cruise brand what makes it special, then express that emotional currency through design,” says Yohandel Ruiz, a founding partner of Studio DADO. “We might achieve this through the look and feel of a space, fine art or small gestures of service and personal connection. Today’s savvy travellers want engaging, memorable and transformative experiences. If they can help a brand connect with guests, interior designs are not only original but also build lifelong loyalty every time.”
Tillberg Design of Sweden took a similar approach to help cruise lines including Four Seasons Yachts, The Ritz-Carlton Yacht Collection and Hurtigruten to deliver brand-centric designs that resonate with guests. “We have many projects where we have been fortunate to partner with many clients whose goal was to enhance their entire brand,” says Helena Sawelin, design and sustainability director at Tillberg Design of Sweden. “There are many new players entering the business, and we firmly believe a strong and consistent overall guest experience is an increasingly important success factor. Close collaboration with the client plays a key role in achieving the desired end result, but for this approach to succeed, all stakeholders must understand the goals and align with the brand manifesto from the very beginning.”
Tillberg Design of Sweden collaborated with The Ritz-Carlton Yacht Collection on Evrima (credit: The Ritz-Carlton Yacht Collection)
Design studios are also exploring highly immersive, sensory-led concepts. Styles Studio Collaborative, for example, has developed Amber Alchemy, a concept bar designed to “draw guests into a seductive world of mystery, ritual, and discovery, where every detail is crafted to appeal to the senses,” says Johnathan J. Styles, the studio’s founder and principal. “Bold interiors with a distinct point of view give cruise lines clear differentiation, creating memorable venues that inspire guest loyalty, increase onboard revenue and cultivate lasting brand identity. Amber Alchemy’s rich palettes of amber light, brass, bronze and alabaster create warmth and exclusivity, while Eastern and Western alchemical motifs add depth to the visual story. Flexible seating, theatrical cocktails and immersive visuals enable unforgettable experiences, while durable materials and agile space planning support varied activities and operational needs.&rdquo
Styles Studio Collaborative’s Amber Alchemy is a concept venue designed to draw guests into a world of mystery, ritual and discovery credit: Styles Studio Collaborative)
There is now a growing demand for bold or regionally inspired storytelling, which is particularly evident onboard American Cruise Lines’ ships. Since the brand introduced American Song in 2018, every new river cruise ship has featured contemporary, elegant interiors with design elements inspired by the waterway it is cruising. “From structural choices to the artwork onboard, the design on all our new ships maximises space, comfort and river views while also integrating artwork and flourishes indicative of local cultures and history,” says Alexa Paolella, public relations manager at American Cruise Lines. “Our growing fleet increasingly integrates aspects of each distinct region we cruise, while simultaneously offering key elements crucial to our brand. For example, all our ships have exterior facing staterooms with furnished private balconies, lots of spacious comfortable lounges and top decks offering walking tracks and recreation/relaxation areas, all showcasing 360-degree river water views.”
The success of interior design concepts relies heavily on close collaboration between operators, designers and suppliers. Now, suppliers are being brought into the design process at the concept stage, rather than after specifications are finalised, allowing them to be an active contributor in the entire process. They bring technical expertise, material knowledge and cross-sector experience and are often able to propose new approaches, challenge assumptions and help designers and operators realise more ambitious design concepts. Bringing everyone into the process from the beginning also ensures all parties align on the interiors’ primary narrative and operational requirements, as well as the desired guest experience, for a more cohesive outcome.
“We try to start the storytelling conversations much earlier in the design process so we can build out proper designs, wish lists and specs from a shared foundation,” says Payne. “We’re not leading with a specification sheet; we’re sharing the story first. What’s the emotional experience we’re looking to evoke in a Windstar guest? How should this space feel at 7am versus 10pm? Getting suppliers into that conversation before the details are locked in means they show up with genuine insight from their own experiences and they consistently bring ideas we wouldn’t have thought to ask for. The best partnerships right now feel truly collaborative. We have less of a buyer-vendor relationship with suppliers, they’re now our creative partners.”
Windstar Cruises’ interior design philosophy is centred on destination immersion and providing a yacht-style travel experience (credit: Windstar Cruises)
MSC Cruises is also engaging designers, artists and suppliers at the earliest conceptual stages, rather than asking them to simply deliver components. This approach is enabling the brand to build more integrated concepts which collectively shape the design narrative. “For us, suppliers are truly creative partners; their knowledge of materials, fabrication techniques and innovation is essential in translating design intent into reality, particularly in a marine context where performance and compliance are critical,” says Di Nenno. “This often results in highly bespoke solutions, from custom-developed finishes to unique architectural elements that define a space.”
New approaches to interior design are leading to collaborations with, and contributions from, non-traditional sources such as local craftspeople. “While we have an in-house design team that fully understands our brand and guests and ensures all our small ships always offer the highest level of comfort and space, we are increasingly working with local artisans and craftspeople to bring artwork, textiles and elements that reflect the history and cultures of the waterways we cruise onboard,” says Paolella. “Our new ship American Encore – which launched on the Columbia and Snake Rivers in May 2026 – features both artwork and design elements reflective of American Western themes, including Native American and cowboy cultures, mountain wildlife and historical events from the Lewis & Clark Expedition to the Gold Rush. From regional maps, to sculptures, paintings, wall panels and other flourishes, the new riverboat will incorporate the elegance found on all American Cruise Lines’ new ships, while also integrating themes specific to the American West.”
Many designers are no longer relying on standardised, catalogue-based pieces and are commissioning custom pieces – including soft furnishings, artwork and furniture – to bring the desired brand aesthetic and narrative to life. The team at Aquarius Interiors works closely with shipyards and contractors to deliver bespoke, made-to-measure curtains and blinds within tight schedules and live environments. “By combining flexible production with experienced project management, we deliver reliable, high-quality soft furnishing solutions that meet the operational and aesthetic demands of modern refurbishment programmes,” says Warren Offer, managing director at Aquarius Interiors.
Celebrity Cruises’ Celebrity Solstice features curtains and blinds from Aquarius Interiors (credit: Celebrity Cruises)
Many brands are now taking a full lifecycle approach to marine interior design, so are looking to collaborate with designers, artists and suppliers who prioritise sustainability and longevity. This whole lifecycle approach to interior design means cruise and ferry operators are shifting towards using sustainable materials and products. “We are placing greater importance on alignment in terms of values in our designs; sustainability, traceability of materials and longevity are all now key considerations,” says Di Nenno. “By working closely with partners who share this mindset, we can ensure our designs are not only distinctive, but also responsible and future focused.”
Cristallux’s Alamar is a fully recyclable thermoplastic material which can be customised in shape, colour and texture enabling designers to mirror operator brand identity across multiple projects. “Our 80-square-metre flower ceiling in the atrium of Norwegian Cruise Line’s Norwegian Jade was custom-made to the brand’s specifications,” says Olaf Schindler, international project manager at Cristallux. “This freedom creates distinctive interiors that strengthen storytelling and enhance the passenger experience.”
For TVV Marine Lighting, every lighting design begins with material, performance and lifecycle in mind. “It’s about purpose-driven design,” says Aldona Mäkinen, the company’s CEO. “Too often, interior concepts rely on standardised products that limit both creativity and long-term value, but we work closely with designers and shipyards to translate unique interior visions into technically compliant, project-specific lighting solutions.”
Looking ahead, designers and operators see significant opportunities to further evolve onboard interiors. Greater emphasis is being placed on adaptability; spaces need to transition seamlessly between day and night and also cater for different guest demographics and experiences. “Hurtigruten has an ongoing evolution to meet and exceed guest expectations through innovative design and high standards,” says Pettersen. “We’re aiming to continue to offer unprecedented experiences to the modern-day traveller, focusing on prime quality and comfort while upholding a strong commitment to sustainability.”
Additionally, the growing influence of design-conscious travellers is pushing operators to create environments that are more than just visually impressive; they must feel more personalised, intuitive and emotionally engaging. Guest feedback has shaped many of the design decisions for American Cruise Lines’ latest ship American Encore, which launched in May 2026, where signature suite designs have been improved following feedback from guests onboard other ships. The 139-square-metre suite at the bow of the ship spans from starboard to port and features a wrap-around balcony, separate sleeping, dining and living room areas, a hotel-sized bathroom with a soaking tub and heated floors, and river views from every possible vantage point. “Many of our guests cruise with us for extended periods and wanted accommodations large enough to entertain and live in comfortably,” says Paolella. “Across our fleet, guests consistently prioritise comfort, space and elegance, so our design process balances introducing new onboard experiences with maintaining the features they value most from our brand.”
American Cruise Lines’ riverboats feature regionally inspired design elements (credit: American Cruise Lines)
Payne believes the rise in design-literate guests presents an exciting but challenging opportunity for marine interior designers to grow and evolve. “Guests are arriving onboard with real aesthetic opinions,” she says. “The biggest opportunity for evolving is in personalisation and adaptability, with spaces that can shift to serve different moods and moments. I’m also interested in continuing to thread sustainability through material choices in ways that feel intentional rather than incidental. There’s always the challenge of balancing creativity with the realities and operations of life at sea, but that constraint is part of what makes the design work interesting.”
Meanwhile, Di Nenno believes MSC Cruises’ future designs must go beyond visual impact to deliver meaningful, multilayered experiences as guest expectations of what design can offer continue to rise. As such, the cruise line is exploring how innovation in materials, spatial planning and guest interaction can shape onboard experiences.
“We see significant potential in advancing material innovation, such as developing surfaces and finishes that are more sustainable, more durable and more sensorial,” says Di Nenno. “This will allow us to enhance both the aesthetic and environmental performance of our ships. There is also an opportunity to further evolve spatial planning, creating environments that are more fluid and adaptable to support a wider range of guest experiences throughout the day and night. As architects, we are particularly interested in how we can choreograph movement and interaction to create a stronger sense of place onboard. Ultimately, our ambition is to continue elevating cruise design, so it not only meets guest expectations but also sets new benchmarks. We want to deliver spaces that are as considered and compelling as the very best interiors in land-based hospitality.”
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