Cruise & Ferry Review - Autumn/Winter 2023

149 beginning ensures our clients trust that we know what they want and how to deliver it, which usually means they’re satisfied with the result. AS: Projects always run more smoothly when a client develops a proper brief and discusses it thoroughly with the interior designers, architects and other necessary stakeholders so we’re all aware of the main project goals and can work together to make their vision a reality. It also helps clients to trust us and makes it less likely that they will change their minds on things during the process. JW: Clients often expect to deliver the brief one day and receive the final designs the next, but designers need time to properly interrogate the brief they’ve been given and develop ideas. We need to be able to go back to the client and ask plenty of questions to ensure we understand their aims and expectations. If we do this at the start of the project, everything else should progress smoothly. What role will data play in helping designers and passenger ship operators to deliver better customer experiences? KJ: All our designs will become data-driven in future – the more data the shipowner can collect about what their customers want, the easier it is for us to design spaces that will facilitate great onboard experiences. AS: Often, the shipyard will create general arrangement plans and they’ll simply divide up the vessel into spaces, for example allotting 200 square metres for a lounge and 300 for a restaurant. While we can work within those constraints, we can produce much better designs if we use parametric planning algorithms to calculate how best to optimise onboard space using historical data from previous vessels. Data might show that the restaurant needs to be twice the size to accommodate the typical number of passengers and ensure smooth service. HS: Data is very important in helping us to design spaces that will operate well and deliver a good experience for both guests and crew. For example, if we’re designing a buffet venue, we can look at data to analyse where congestion usually occurs and plan the optimal layout for the food counters and the tables and chairs to avoid those issues. Are your customers demanding more sustainable interiors and if so, how are you helping them to communicate this to passengers? KJ: We’re all concerned about the future of our planet and want to minimise our environmental footprints to protect it, but there has to be a strong business case for sustainability too. We need to help our clients to create stories that showcase how they’re making the interiors of their ships more sustainable so they can use this as a unique selling point to attract environmentally conscious travellers. HS: Sustainability has become one of the top priorities for our clients, although they’re not all investing in it to the same degree – some are doing just enough to comply with industry SIMON JOHNSON Director Shipshape Consulting KRISTOFFER JENSEN Head of Interior and Accommodation OSK Design HELENA SAWELIN Parter and Business Director Tillberg Design of Sweden ALAN STEWART Director SMC Design JASON WEST Managing Director WDC Creative The host: Photo: wasaline M/S Aurora Botina The panel: