131 FEATURE effects and sound design to establish strong identity and atmosphere. Across all brands, technology is now deeply embedded in the design process, supporting storytelling without overwhelming it, and allowing spaces to remain flexible, memorable and operationally efficient.” Di Nenno highlights how MSC applies similar thinking while staying true to its own design philosophy. “The MSC Yacht Club public spaces remain a strong expression of the experience we aim to create, where atmosphere, proportion and materiality come together to offer a sense of calm, privacy and refined comfort – always maintaining a close relationship with the sea,” he says. MSC Cruises emphasises the experience of being at sea throughout its interiors. “From the early days, our design approach has been rooted in maritime heritage and a strong connection to the sea,” explains Di Nenno. “Openness, horizontality and constant visual contact with the ocean are central principles. We have progressively integrated land-based hospitality principles into our design process, orchestrating complete experiences rather than designing isolated venues.” Di Nenno points to another key space that embodies this philosophy. “The Galleria functions as the social and experiential hub of the ship,” he says. “More than a circulation space, it is designed as an urban interior – alive throughout the day and evening – where dining, entertainment, retail and social interaction naturally intersect. Its character evolves over time, supporting different rhythms and uses while remaining instantly recognisable.” For both Carnival Corporation and MSC Cruises, the goal is ultimately the same: to create ships that guests experience as destinations in their own right. By combining careful spatial planning with adaptive technology, thoughtful material choices and a clear understanding of brand identity, designers can craft environments that resonate emotionally while remaining operationally practical. “Our ambition is to design ships as vibrant, layered environments – places to explore, meet and experience – rather than simply move through,” says Di Nenno. Mark Amos Executive Vice President, Creative Design & Client Relations, RWS Global RWS Global, a world leader in groundbreaking live moments and destination design at sea, is working with cruise lines to redefine the entire guest journey and experience. This begins with creating a frictionless onboarding and offboarding process to reduce wait times and continues with guest recognition to enable personalised experience offerings based on who guests are and what we already know they want to do. Tailored dining, entertainment and attractions can then be brought to life through unified themes and stories, allowing them to complement and build upon one another. Technology is woven in discreetly and supported by authentic brand experiences to provide continuity and rival the offerings of the greatest experiences on land. This approach strengthens guest investment, builds a deeper emotional connection and elevates the onboard experience. Our mission is to make the spectacle and immersion on the ship as impactful and meaningful as the destinations themselves. Yohandel Ruiz Founding Partner, Studio DADO The best hospitality design is proactive as well as responsive. It triggers warm, positive emotions and lasting memories. As designers, our goal is to take guests to a place that feels special and familiar and comfortable but still like they’re experiencing it for the first time. That takes an understanding not just of materials and pattern and colours, but also of the things that make us human in the first place – an appreciation for those things that move us, that touch our soul. One of the reasons we enjoy designing cruise ships and hospitality environments is that it’s all about the journey and the emotions we can evoke along the way. Design is not a single note; it’s a polyphonic symphony and we get to be the conductor, the musician and the audience. Tomas Tillberg Managing Partner, Tomas Tillberg Design Cruise interiors will prioritise hyper-personalised environments, biophilic and wellness-led design, and multisensory immersion. Expect AI-driven cabin settings and wayfinding, flexible day-to-night venues, and augmented reality (AR) integration that layers digital storytelling onto physical space. Cultural narrative design tied to itineraries will deepen differentiation, while sustainable, circular materials and inclusive, universal design become baseline standards. Dedicated wellness and recovery hubs and increasingly theatrical, experiential dining will further shift ships from static luxury environments to adaptive, emotionally resonant journeys. Suppliers delivering circadian lighting systems, modular architectural partitions, retractable glazing systems, and AR-enabled interactive displays stand out. These solutions enable designers to transform spatial mood, optimise footprint efficiency, embed narrative layers and enhance wellbeing – critical in compact, revenuesensitive passenger ship environments. Kelly Chiaradonna Principal, Wilson Butler Architects Experiential design in 2026 and beyond will focus on storytelling that turns spaces into journeys, not just destinations. On cruise ships, design will engage the senses, naturally guide guests, and create emotional connections. Flexible and adaptable venues will support multiple uses while offering personalised and interactive experiences for different guests. Technology and AI will blend seamlessly into dining, entertainment and navigation, enhancing immersion without dominating the space. AI is already improving guest flow through destination control lift technology and booking systems for restaurants, the spa and excursions. Right now, cruise ships are successfully using AI to forecast provisions and track how passengers move onboard.
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