38 of a space to ensure their ships deliver a great guest experience. They must also focus on less visible elements and incorporate practical elements too. “An onboard space exists for our customers, so it must cater to their needs in terms of product, comfort and atmosphere,” explains Jonas Larsson, service and concepts lead at Stena Line. “However, it also needs to be practical for our teams to work in, otherwise the customer experience will suffer. With about 40 vessels across Europe, we aim to provide a consistent brand experience, so adhering to the concepts and brand expression is important too. Durability in both materials and design, as well as a certain timelessness, is crucial from a sustainability perspective.” Larsson highlights The Family Hub introduced onboard Stena Adventurer in 2024, as an example of how these elements can be combined to create an extraordinary design. “This area is designed to bring families together and ensure everyone has an enjoyable time during their journey,” he says. “The Family Hub is a vibrant and engaging space where children of all ages can immerse themselves in custommade video games that bring digital and analogue together, use interactive screens and projectors, and enjoy some traditional playtime. Meanwhile, parents and guardians can either join in the fun or unwind with a delicious treat from the cafe. The convenience of restrooms with baby changing facilities and a designated area for parking pushchairs adds to the overall comfort and accessibility of the space.” However, the Family Hub is elevated beyond its practical use by its decor, says Larsson. “What makes the Family Hub truly special is its thoughtful design,” he says. “Inspired by Scandinavian aesthetics, it seamlessly incorporates playful elements into the decor. This approach creates a harmonious and welcoming atmosphere, making the Family Hub a perfect example of outstanding onboard design.” Carnival Corporation’s ships offer many examples of extraordinary spaces, which means that choosing just one example is like being asked “to pick a favourite child”, says Rowell. However, she says notable spaces offering outstanding design include Holland America Line’s Morimoto by Sea restaurant onboard Nieuw Amsterdam and Princess Cruises’ Spellbound by Magic Castle on Sun Princess. The Currents Zone on new Carnival Cruise Line ship, Carnival Jubilee, is also a particularly extraordinary space, she adds. The zone spans two decks and immerses guests by using technology throughout the interior. “Guests embark on an exciting underwater ‘excursion’ created by several ‘portals’, made up of huge LED screens and a massive wave-shaped LED ceiling that depict aquatic scenes,” says Rowell. “The atmosphere is enhanced by theatrical lighting, music and sound effects. Interactive activations like ‘Change the Currents’ and ‘Create A Fish’ allow guests to transform the zone into different underwater environments and design unique sea creatures. The Currents Zone offers a magical atmosphere for guests enjoying a drink at Dr.Inks, Ph.D or dinner at Emeril’s Bistro 717.” On the other end of the spectrum is The Queens Room onboard Cunard’s newest vessel Queen Anne. Rather than technology, the space incorporates “consciously luxurious” elements throughout the space, in keeping with the brand’s identity. “The Queens Room is the jewel in this beautiful ship’s crown,” says Rowell. “Visually stimulating with a golden landscape motif, celestial orbs and the vastness of the sky above, the Queens Room embodies luxury. The meticulous attention to detail is clear, with the room boasting refined textures and colour harmonies.” FEATURE The Family Hub onboard Stena Adventurer is inspired by Scandinavian design aesthetics Photo: Stena Line
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