By
Anonym |
This article was first published in the Spring/Summer 2015 issue of Cruise & Ferry Interiors.
Like many other players in the hospitality industry, the cruise business has learnt that, when it comes to customer experience, first impressions really do count. That’s why many of the biggest cruise lines have gone above and beyond to install design features that set themselves apart from the competition.
Step onboard AIDA Cruises’ AIDAstella, for example, and you’ll be able to wander through a real birch forest. Princess Cruises’ Royal Princess, meanwhile, features a glass-bottomed Sea Walk, which arches around the side of the ship, 128ft above the water. And Norwegian Cruise Line’s Norwegian Epic features a giant ice sculpture in the centre of its onboard Ice Bar.
For the designers at TUI Cruises, the key to successful design is about creating the perfect ‘vacation mindset’ for passengers. “Our Mein Schiff fleet, for example, is focused on the well-being concept, which serves for several means of escapism,” says Anna Villem, project manager at TUI Cruises. “Depending on the area, the design can be Scandinavian and lucid to provide a calm and relaxing atmosphere – for example in the Spa Treatment rooms on our newest vessel Mein Schiff 4. On the other hand it can be very stimulating and vibrant with more colours and different textures, for example in the TUI Bar – the meeting point on our vessels. We also feel that the connection to the sea, which is absolutely associated with freedom, is an important factor for our guests. This we promote with a contemporary interpretation of a beach club atmosphere. Contrary to the feeling of escapism, we also like the guests to feel at home – that’s why the cabins on our newbuild vessels have been designed with a cosy homely character.”
Light, colour, texture, acoustics, temperature and many other elements need to work in harmony to deliver a perfect room. But prioritising these elements is no easy feat. “All the elements need to match - that is why we work with experienced architects and interior designers who are able to transport our main product promise and, at the same time, create a new stylish design experience,” explains Villem. “However, to enhance brand recognition, we have compiled some general guiding principles which refer to the Mein Schiff character. Nevertheless, most important is that the design satisfies the needs and wishes of our guests, which is why we never forget that form follows function.”
It’s not just the big, statement pieces that are important to achieving the right design; getting the finer details right can make a world of difference. “Cruise ships are stages for designers and interior decorators,” explains Barbara Bressem, president at Dauerflora, which supplies artificial plants and trees for many cruise lines, including Carnival, Celebrity Cruises, AIDA and Viking. “On a ship you can create almost any imaginable illusion. Dauerflora usually works directly with the architects, supporting their ideas with plants and decorations to truly bring them alive. The holiday spirit is created by special illusions or unusual atmospheres. This makes it easier for the guests to imagine themselves in that world.
“Details are especially important,” Bressem continues. “They do not necessarily change the entire effect of a room, but as everything is composed of a multitude of details, each one of them reflects the designer’s love for his work.”
This is something that Angus Morton, head of sales and marketing at Muraspec Marine, knows only too well. “The tiniest of changes can enhance a scheme if done right,” he says. “But choose a slightly different colour or design and it can look totally wrong. “At Muraspec we carry over 900 different wall and door finishes, so we can be certain to meet the exact requirements of our clients.”
Choosing the right flooring and layout can also make a big impact. “When specifying luxury vinyl tiles (LVT) for a project, as well as choosing from a range of tile or plank sizes, designers can be creative with the laying patterns they choose,” says Ben Shanley, commercial marketing executive at Amtico. “Amtico’s Marine collection includes approximately 13 different laying options.”
Shanley says that it’s important for designers to experiment with different finishes in order to create original results. “Using LVT, they can mix and match from a wide variety of natural effect wood and stone finishes, as well as abstract surface concepts, to create distinctive zones in public spaces and highlight walkways on board any vessel,” he explains. “They can also give their schemes a very individual stamp by incorporating decorative borders and corners that are readily available. Bespoke motifs can also be added, with a compass design being one of the best-selling options in the Amtico Marine range for cruise ships and ferries to date.”
Even the smell of a room can make a difference. “The sense of smell is the most primitive and powerful of our senses,” says Lisa Harrison, managing director at HD Fragrances and Advisory Services. “Diffusing your own signature fragrance aboard your cruise ship not only influences the mood and well-being of your customers, it confers more personality, more comfort, and thus adds additional value in your customers’ mind. Scented environments create a positive and lasting impression that guests are sure to recommend.”