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Following a management change in 2005, the new regime at Tillberg Design of Sweden (TDoS) revitalised its design philosophy, sharpened its efficiency and organisational skills, and simultaneously breathed new life into the company’s image and corporate identity. The business has now expanded to include high-end hotels, boutiques and private residences, resulting in diverse client stock, a number of prestigious new projects, and dizzyingly busy design days for the firm.
But TDoS has not abandoned its many years of unstinting commitment to the cruise industry. Far from it. The heady list of projects includes the company’s latest marine commission, Regent Seven Seas Explorer. Due for delivery in summer 2016, the ship will be the most expensive luxury liner ever built, with TDoS commissioned to design the majority of the onboard areas for the 738 passengers. Other recent and successful design deliveries include Norwegian Breakaway – TDoS designed all passenger accommodation as well as a large number of the public areas; refits on Disney Magic and Disney Fantasy; a total makeover of Costa neoRomantica; and refreshes to Azamara ships, Quest and Journey. Norwegian Getaway, for which TDoS designed many public spaces and all passenger accommodation, will debut in January 2014, while the company’s design flair will be on show in spring 2014 with the delivery of TUI newbuild, Mein Schiff 3.
“It has been an incredibly encouraging period for us,” says TDoS senior partner, Fredrik Johansson. “We have established a long-term collaboration prospect with Regent Seven Seas Cruises, which is wonderful, and we have seen a successful delivery with Norwegian Breakaway. We are also expanding on our works for the Marriott Group and several other land-based clients.”
The ever-expanding list of commissions doesn’t end there. “Then of course we have the Titanic II prospect which is again something out of the ordinary,” Johansson says. Blue Star Line chairman, Clive Palmer, announced in 2013 that the shipping company had engaged TDoS to provide architectural and design services for all interiors of the Titanic II (TTII) project.
“It is an amazing vote of confidence to be offered the entire ship’s interior,” Johansson says. “It obviously means doing a lot of research – fortunately we have access to Blue Star’s global network of leading experts on Titanic and her interiors. The project will stretch our creativity in a different way than a modern cruise ship. Needless to say, the TTII interiors will need to comply with all current marine requirements and technology demands. The safety deck will contain features the original ship did not possess, or that were not accessible for all passengers. We have tried to imagine what it would look like if Titanic would have had another deck. This is where the extra lifeboats will be located, along with added revenue-generating attractions.
“Many questions arise as we dive into the thousands of details that made up the Titanic. The ship was physically sub-divided for three classes; the beds were shorter than today – and, with no access to onboard functions, third-class passengers had to entertain each other. As you can imagine, this offers a fascinating insight into life onboard at the time. The TTII concept is about romantic time travel and theatrical role-playing – and it’s our job to create the best possible ‘scenography’. Just imagine that you will be able to buy period garments, drop in for a 1912 hairstyle and makeup, or ask the barber for a ‘mistletoe’ or Robert Taylor moustache!”
Given the number and range of commissions the company is juggling, it is unsurprising that there are plans to expand, both within Sweden and abroad. The increasing number of clients means more and more complex planning and coordination, and as a result TDoS has recruited a deputy managing director to oversee the daily organisation and administration in a move that will allow the three managing partners to be even more involved in the design process and quality control of future projects. Not bad for a company that is nearly 50 years old.
Founded in 1964 in Viken, by the late Robert Tillberg, the business has designed interiors for more than 200 projects, large and small, for both marine and land-based clients. In 2005, Lennart Ekstedt – then owner of Tillberg Design AB and sister company SMC Design in London – offered three of the most experienced members of the team the opportunity to take over the Swedish mother company, Tillberg Design AB. The deal agreed included the company name, all ongoing clients, historical references and all intellectual property in the business. It is still possible to open up and review all historical projects in the TDoS office today.
Now, the design company consists of a core team of more than 20 highly trained architects and designers – half having worked directly under Robert Tillberg while he was active in the business. New design talent within the skilled team has meant ongoing rejuvenation, with fresh and up-to-date concepts for the company’s clients. In addition, TDoS has built up a wide network of reliable external consultants within a number of design disciplines, including a unique concept atelier with well-tested materials from trusted global suppliers.
To what does Johansson attribute the company’s sustained success? He says: “We have a passionate creative spirit, a ‘hard work and no frills’ attitude, and we are constantly renewing ourselves. This, paired with our solid organisational and time management skills, has built us very strong relationships and a solid reputation within our industry. It’s been interesting to see how relatively few jobs we gain from approaching clients directly and how many we have won through recommendations from other companies in our network.”
Johansson also believes that as a commercial design firm with extensive international exposure, TDoS pays particular attention to its clients’ privacy and need for confidentiality. To that end, a separate team headed by a dedicated senior associate handles every major client and all outgoing concepts are monitored by the design principals to ensure top quality and individuality, whether on land or at sea.
This article appeared in the Autumn/Winter 2013 edition of International Cruise & Ferry Review. To read the full article, you can subscribe to the magazine in printed or digital formats.