1 1 1 Certainly, there are many ways to do this, but design and exceptional service will be the cornerstone of that strategy. Design is a major differentiator between brands, but also between the three categories of guest experience. When designing staterooms, we look at every square millimetre. The space must feel comfortable, so there has to be fixtures and furnishings. But the space must also be visually comfortable; it has to feel bigger than it really is. This can be a challenging design approach, but it makes a significant difference to the guest experience. It creates spaces that make the high level of service that cruise lines offer feel all the more rewarding. In larger public spaces, it’s all about creating something memorable. We get involved down to the most minute details – from color palettes and furnishings to lighting levels and music – because we know those are the details that transport the guest and help our clients exceed their brand promises. Some of our latest work to be delivered in the coming year highlights this design approach. On Norwegian Cruise Line’s Norwegian Prima, which is scheduled to be delivered this summer, we designed the staterooms to look more like a typical hotel room than a cabin. They aren’t just physically larger; we designed them to feel more spacious and comfortable than many cruise guests have come to expect. Similarly, on Oceania Cruises’ Oceania Vista, which will set sail next year, we’ve designed the staterooms to feel more like residences. They are highly luxurious but still comfortable. The signature spaces are lavish, but again, they are eminently comfortable. They make it easier for crew to offer the highest level of service. And finally, we just finished the design for Regent Seven Seas Cruises’ Seven Seas Grandeur. Guests sailing with this cruise brand expect a transformative experience, so the ship will be akin to an exclusive resort at sea. As the last vessel in the class to be released, we had to up the ante for the design experience. The rooms will feel like opulent residences. The restaurants, particularly the reimagined version of Oceania Cruises’ signature Compass Rose venue, will be able to compete with the best dining experiences in the world. And everything will be laid out to allow crew to give guests a highly personalised experience. Travellers are making up for lost time and paying more to have a holiday they will remember forever. Brands and operators will have to continue to evolve to meet and, hopefully, exceed those expectations and the level of demand. Those that don’t rise to the challenge will be left on the shore. So, cruise operators must think about what can make their experience not just special but truly transformative. CFI Yohandel Ruiz is a founding partner of Studio DADO “ Design is a major differentiator between brands” Seven Seas Grandeur’s Compass Rose restaurant will feature a waterfall sculpture made from metal and glass, a canopy of interwoven crystal and wood-edge illuminated trees, and a custom mural created by Confluent Studios
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