40 FEATURE The power of originality Laura Hyde asks cruise executives, interior designers and suppliers how moving beyond formulaic designs is making ship interiors more distinctive, brand-led and commercially effective 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 Organization. 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, branddriven 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.” 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 narrativedriven 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.” 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 “ Our guests want the sense of intimacy being close to the sea brings” Jessica Payne Windstar Cruises
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