126 Crafting connection Andrea Bartoli of Carnival Corporation and Antonio di Nenno of MSC Cruises speak with Alex Smith about how experiential design is helping cruise lines craft meaningful guest journeys Experiential design is the practice of shaping space, technology and narrative to influence how people feel, behave and remember an environment. In passenger shipping, this means transforming vessels into immersive destinations where architecture, digital systems and storytelling work together to create emotional connection rather than simply visual impact. For Carnival Corporation, that process starts with clarity of identity. “Storytelling begins by clearly understanding each brand’s identity and guest profile, then translating it into a structured yet flexible design framework,” says Andrea Bartoli, director of outfitting for Carnival Corporation. “This starts with fundamentals – circulation, sightlines, lighting strategy, acoustic comfort, accessibility and operational efficiency – and builds upward into more expressive elements like materials, finishes, artwork, digital media and lighting effects.” Bartoli explains that this framework balances consistency and differentiation. “Consistency comes from a strong underlying architectural logic, while differentiation is achieved through controlled variation,” he says. “Zoning or ‘neighbourhood’ concepts help guests intuitively understand how spaces relate to each other, creating a readable journey through the ship while allowing each venue to deliver its own distinct atmosphere.” The idea of a “readable journey” is also reflected in MSC Cruises’ approach to FEATURE The Grand Central Atrium onboard Carnival Cruise Line’s Mardi Gras uses large digital surfaces, lighting effects and sound design to establish identity
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