Cruise & Ferry Interiors 2020

9 4 DES IGN PERSPECTI VE The creative value of trends Understanding a brand’s target audience and making the most of an opportunity to have fun are some of the most important elements behind great designs A trend is a very subjective thing, and it is also very dependent on a timeline. Between starting and finishing a cruise project, trends often change. We don’t necessarily design to be trendy or to flout trends; it is the designer’s job to listen to their clients, look at the brand, look at their guests and then design from that point of view. If it happens to be a trend, then that is merely a happy coincidence. However, we do want to ensure that our work is relevant and that people enjoy it and see something they haven’t seen before. Obviously, we want to make an impression on the passengers that see and use our spaces on cruise ships, but these creations must balance that ‘wow’ factor with a long life at sea. This depends on the venue; we can be a little bolder in the areas that are more subject to change. Refurbishment projects also give us more creative freedom than newbuilds as the whole timeline is much shorter. Trends are also affected by the market. We work within a design community where suppliers and manufacturers are developing products in textiles, wall coverings, furniture and more, and they are influenced by various trade shows – the whole industry is following a general path. I think that we are uniquely capable of delivering designs that diverge from the norm because of our location. We are extremely lucky to be based in the centre of London, UK, as it gives us a whole realm of inspiration. Restaurants, hotels and art galleries are on our doorstep and their influence helps us to diversify our designs. Ultimately it is this diversity that differentiates us from other firms. While trends do not necessarily play a major role in our work, opportunity By Chris Finch, AD Associates