127 experiential design. Rather than starting with form, the design team begins with emotion and behaviour. “We begin by designing the experience first – the emotions, behaviours and moments we want guests to live onboard,” says Antonio di Nenno, director of architecture and design for MSC Cruises and Explora Journeys. “The architecture and interiors are a natural outcome of that process, not the starting point. Design is never an end in itself; it is a tool to support experience, comfort and connection.” Di Nenno continues: “Our brand vision is translated by understanding how guests >> Shaping experiences Leading interior designers predict how experiential design trends will shape spaces onboard passenger ships in 2026 and beyond Vaughan Ward Head of Graphics and Brand, 20.20 2026 is the year that non-tech businesses will really embrace the power of artificial intelligence (AI), and the cruise market will be no exception. But, with the introduction of AI, we’ve also seen a push-back from customers, and a craving for more physical, shared, personal and grounded experiences. So this year, it will be key to focus on design-led experiences, with integrated AI being used to assist in the hyper-personalisation of itineraries that tailor experiences to customers, allowing them to feel more connected to themselves and one another, build memories and create a sense of connection and belonging. Marina Phillippides Principal Interior Designer, AMK In 2026 and beyond, experiential design onboard cruise and ferry vessels will increasingly focus on multisensory, emotionally engaging environments that feel intuitive, flexible and human-centred. Spaces will be designed to shift seamlessly from day to night, from social to private, enhancing the passenger journey through light, texture and atmosphere. Suppliers such as Panaz play a key role with high-performance marine textiles, while Corian continues to enable fluid, sculptural forms with its seamless surfaces.And Brintons Carpets add another layer of immersion through bespoke woven designs, enabling narrative-driven flooring concepts that introduce warmth and a strong sense of place within passenger interiors. Millie Proud Associate Creative Director, Conductr Cruise design is increasingly influenced by theme park resorts, with an emphasis on guest choice. Multi-day voyages and multigenerational audiences demand experiences that flex by age, mood and moment. Guests expect to curate their own journey with experiences that reward return visits, so I expect to see even more offerings for both the ships and private island destinations. Weight, power and space constraints push designers to think smarter. On Norwegian Cruise Line’s Norwegian Aura, our work on amusement complex Ocean Heights shows how digital layers can transform a single space across the day. Holly Hallam Co-owner, DLSM Studio Experiential design will be increasingly shaped by intelligent personalisation and a heightened focus on wellbeing. AI-driven systems will respond intuitively to individual preferences within public spaces and cabins, automatically adjusting lighting, acoustics and digital layers through a pre-determined personalised criteria to support both physical comfort and emotional balance. The same AI process will also help to curate bespoke itineraries from onboard experiences to defining your menu options. Suppliers such as iGuzzini and Signify are advancing intelligent lighting solutions that support circadian rhythms, while innovators like Kvadrat and Tarkett continue to deliver durable, sensory-rich finishes. Photo: Carnival Cruise Line
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