42 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.” 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.” 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 FEATURE Styles Studio Collaborative’s Amber Alchemy is a concept venue designed to draw guests into “a seductive world of mystery, ritual and discovery” Image: Styles Studio Collaborative
RkJQdWJsaXNoZXIy NzQ1NTk=