1 6 4 REPORT Studio DADO celebrates the launch of Norwegian Cruise Line’s Norwegian Prima, which boasts an elevated design that rivals anything on land Designing a ship for experience-first travel Norwegian Prima is a first of a kind – not only for Norwegian Cruise Line’s (NCL) fleet but also in terms of design concept for the cruise industry. Chosen as the designer of six signature restaurants, multiple public spaces and staterooms onboard the vessel, Miami-based Studio DADO has worked with NCL to help make Prima the most experiential ship to ever set sail. Together, the companies aim to evolve the cruise industry and create the kind of experiences that will turn travellers into lifelong cruise enthusiasts. DADO applied the same experiencefirst mentality when designing both the guest accommodations and grand spaces such as the atrium and the restaurants onboard Prima. In every space and for every design concept, the team considered what a guest would carry with them after their trip not just the memory of great food and excellent service, but also the feelings they experienced. And design is a crucial component to sparking that emotional response. “The NCL team gave us a great deal of latitude to implement our creative vision and help bring Prima to a new level of sophistication – one that rivals the most distinctive and exciting destinations in the world,” says Yohandel Ruiz, one of Studio DADO’s four founders. “Great cuisine is something that touches the soul,” says Ruiz. “It elicits an enduring memory that speaks to culture and romance, which is why the dining spaces are so integral to the Prima experience and the NCL brand. It’s also why we designed the kinds of restaurants that would be considered ‘destination dining’ on land in any great city in the world – they just happen to be on a cruise ship.” Each of Prima’s restaurants has its own design language, but each one feels genuine and authentic. Whether the cuisine is Japanese, Mexican or French, DADO’s focus was to give guests a true and lasting impression. To achieve this, they used lighting, custom artwork, attention to detail and culturally resonant materials – and the team did its homework. When creating Prima’s Mexican restaurant Los Lobos, for example, DADO researched Mexican modernist design, used authentic Mexican materials, and flew in Mexican artist Jet Martinez to create a striking mural. The entrance walls are framed with handcarved alebrijes, the brightly coloured sculptures of mythical creatures, setting the tone for a unique experience within. Bold colors and simple volumes define an aesthetic that is modern but welcoming, comfortable and fun. Authenticity is also at the core of the design for French restaurant Le Bistro. It is a dramatic, sophisticated space The Penrose Atrium is Prima’s ‘Great Space’. Its overlapping planes and organic curves create a visceral sense of wonder and arrival – it ’s a place to see and be seen
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