78 The duty-free retail space onboard Tallink’s MyStar is spread across two levels DESIGN PERSPECTIVE What constitutes good interior design for a passenger ferry? The answer will depend on who you ask. For the executive of a ferry brand, there is a long list of requirements. A newbuild needs, more than ever, to be adaptable and flexible. It should be operationally efficient, practical and environmentally relevant. The vessel must support brand and digital values, while delivering the freight and tourist mix in harmony. It must be cost-efficient, reliable and better than competition. It’s a real opportunity to bring teams together across all the business. For customers, a new vessel should bring a sense of excitement. It needs to be modern, comfortable, hassle-free, efficient and attractive, with recognisable outlets and product offers designed specifically for them. By delivering land-based references, customers will settle in, relax and feel comfortable. Customers want to feel safe and secure, and feel their journey is having a low environmental impact. If you can deliver customer recognition through digital tools and a warm crew welcome, customers should keep coming back! Expectations will vary by route too. Shorter crossings should prepare customers for their onward journey. They may view the ferry as a pit-stop service station. It should therefore be quick to board and easy to navigate, with clear, informative signage. Cleanliness is critical. Pay particular attention to the design and delivery of clean and fresh toilets – customers are more likely to eat if the toilets are good. A good choice of relevant food and appropriate outlets, delivered fresh and quickly to the customer is key. The formula for ferry interiors Balancing aesthetics with the functional needs of a vessel, while incorporating branding and creating a welcoming environment, are some of the many factors that contribute to good ferry design SIMON JOHNSON Founding Director of Shipshape Consulting
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