The modern passenger is no longer looking for a cruise; they’re looking for a journey that inspires a connection with a brand, an experience that resonates with them on a personal level and allows them to aspire to a higher level of living. They don’t need to be sold; they need to feel connected.
As passengers’ priorities continue to evolve, it’s more important than ever for brands to connect with audiences on a deeper, more personal level. Do the environments appeal to their sensibilities, are we supporting as designers the lifestyle preferences and aspirations of the guests? When creating new experiences, we are responsible for discerning the appetites of the market, with a genuine understanding of what it is the passenger is looking for and delivering something that challenges them and offers the unexpected.
Brands are valuable. Many companies put the value of their brand on their balance sheet.
Brands are psychology and science brought together as a promise of quality. Products have life cycles that soon expire, brand offers permanence. Brands convey integrity, experience and character. We must look at all the facets of what makes a brand from the basis of design, from interiors to the story behind the art, intelligent planning to the dressing of a space and from the graphics of an environment to the experiences being offered. Working with the owner we create coherent, meaningful identities and experiences through design, that define and perpetuate all that the brand stands for.