45 example, all our ships have exterior facing staterooms with furnished private balconies, lots of spacious comfortable lounges and top decks offering walking tracks and recreation/relaxation areas, all showcasing 360-degree river water views.” The success of interior design concepts relies heavily on close collaboration between operators, designers and suppliers. Now, suppliers are being brought into the design process at the concept stage, rather than after specifications are finalised, allowing them to be an active contributor in the entire process. They bring technical expertise, material knowledge and cross-sector experience and are often able to propose new approaches, challenge assumptions and help designers and operators realise more ambitious design concepts. Bringing everyone into the process from the beginning also ensures all parties align on the interiors’ primary narrative and operational requirements, as well as the desired guest experience, for a more cohesive outcome. “We try to start the storytelling conversations much earlier in the design process so we can build out proper designs, wish lists and specs from a shared foundation,” says Payne. “We’re not leading with a specification sheet; we’re sharing the story first. What’s the emotional experience we’re looking to evoke in a Windstar guest? How should this space feel at 7am versus 10pm? Getting suppliers into that conversation before the details are locked in means they show up with genuine insight from their own experiences and they consistently bring ideas we wouldn’t have thought to ask for. The best partnerships right now feel truly collaborative. We have less of a buyer-vendor relationship with suppliers, they’re now our creative partners.” MSC Cruises is also engaging designers, artists and suppliers at the earliest conceptual stages, rather than asking them to simply deliver components. This approach is enabling the brand to build more integrated concepts which collectively shape the design narrative. “For us, suppliers are truly creative partners; their knowledge of materials, fabrication techniques and innovation is essential in translating design intent into reality, particularly in a marine context where performance and compliance are critical,” says Di Nenno. “This often results in highly bespoke solutions, from custom-developed finishes to unique architectural elements that define a space.” New approaches to interior design are leading to collaborations with, and contributions from, non-traditional sources such as local craftspeople. “While we have an in-house design team that fully understands our brand and guests and ensures all our small ships always offer the highest level of comfort and space, we are increasingly working with local artisans and craftspeople to bring artwork, textiles and elements that reflect the history and cultures of the waterways we cruise onboard,” says Paolella. “Our new ship American Encore – which launched on the Columbia and Snake Rivers in May 2026 – features both artwork and design elements reflective of American Western themes, including Native American and cowboy cultures, mountain wildlife and “ For us, suppliers are truly creative partners; their knowledge of materials, fabrication techniques and innovation is essential” Antonio Di Nenno MSC Cruises Tillberg Design of Sweden collaborated with The Ritz-Carlton Yacht Collection on Evrima Photo: Tillberg Design of Sweden FEATURE
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