In a recent conversation, we caught up with Natasha Gavin, 20.20 Design Director and an expert in cruise sector interior design, to discuss the evolution of the industry, key design philosophies, and what the future holds for experiences at sea. Natasha shares her extensive experience and insights from her time working in the sector, shedding light on the intricate process of creating memorable environments on cruise ships.

Q: How long have you been working in the cruise sector?

“For about 10 years now, the industry has evolved and grown so much in that time. 20.20 have worked on nearly 10 cruise ships, cruise liners and river cruise vessels in that time, the on-board experience has come such a long way”.  

Q: How do you think the cruise industry has evolved during your time in cruise?

“It’s BIGGER, more experience-focused”. There's an increasing presence of technology, and the offering has moved beyond just shops and restaurants. Now, it's all about creating a ‘different journey’, a ‘different appeal’, and a ‘different story’ for guests.

Natasha explains that when designing spaces within cruise ships, it's almost “irrelevant that it is on a cruise ship” because it functions as a “moving experience and hospitality venue”. The design process requires a keen focus on the “customer journey from the outset, considering all the touch points where people will be doing, seeing, eating, and experiencing”.

Q: How do design considerations change based on the demographic of a cruise liner?

Natasha emphasises that the design scheme “completely depends on the demographic of the liner that you're working on”. For example, when working on river cruises where the demographic is aged 60-plus, spaces are treated differently. The focus shifts to elements like the types of seats and back support, to ensure maximum comfort.

In contrast, for an ocean liner catering to a “slightly younger and wider demographic,” designers might create spaces such as a nightclub with a casino or an ‘arts club bar’.

Q: What do you consider one of the best and most successful spaces 20.20 has designed in the cruise sector?

“A really rewarding project, that has transformed a ship’s main restaurant was for TUI, ‘The Kitchens’ on TUI Voyager, is one of our most successful designs”. This space, which was the ship's main restaurant, underwent a complete transformation. The design concept had a ‘street food narrative’, ensuring a variety of popular cuisines and a feeling of authenticity within each area.

The environment was ‘completely transformed’, featuring ‘different landscaped areas’ where guests could enjoy meals throughout the day. The goal was to create a fresh and vibrant atmosphere with a great selection of food and cuisines, and an overall ‘welcoming and adaptable’ environment.

Q: How many cruise ships have you been on, and is there one that particularly stands out?

One notable experience was visiting an MSC cruise ship in Miami during the Cruise Ship Interiors Expo in May this year, which she described the ship as “absolutely enormous”! This particular vessel accommodates a staggering 6,000 passengers and 4,000 staff.  “It was overwhelming to visit the MSC, it was just so vast but really fun to explore”. “There was a full-size indoor basketball court and within the spa facility, they had something called a ‘snow room’. It was absolutely incredible, there was so much on offer for guests, I would love to be involved on a project of that scale”.  

Q: Is a ship like MSC the future of cruise?

Natasha suggests that the MSC ship she visited is “definitely up there” in terms of setting a ‘standard and a precedent’ for the cruise industry. She also noted that Royal Caribbean's ‘Icon of the Seas’ has received significant press attention over the past year.

Q: What's the most unique or ‘craziest’ service or offering you've seen on a cruise ship?

Natasha observes that cruise ships are pretty advanced now. She finds the concept of secret offers and gamifying the experience for guests, “where they discover a new kind of hospitality space”, particularly interesting. She mentioned that certain liners are featuring ‘speakeasies’ that are not explicitly advertised, encouraging guests to ‘stumble upon them’. This element of surprise and delight adds a different layer to the customer experience.

Q: What are your thoughts on the future trends and direction of the cruise industry?

Natasha believes the industry is “just getting bigger and better”. Customers increasingly want quality, which means every venue within a cruise ship needs to deliver. “Providing a variety of experiences within these numerous venues is a challenge, but it's also a really exciting challenge”. “The operational aspect is crucial, as the venue is going to be changing from day to night constantly and there needs to be enough variety to entertain both customers and staff”.

Another key trend is the emphasis on the ‘finish of everything’, as people notice everything! “Designers are exploring innovative materials and graphic applications to create a new aesthetic, or achieve a very similar aesthetic even if it's not the authentic material”. “The design and finishes must be top quality and very, very durable”, given that schemes designed by 20.20 a decade ago are still onboard, and still being rolled out.  

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We are absolutely thrilled that Natasha Gavin has been named a Future Leader for 2025 by Cruise Ship Interiors, see the full list here. Both Natasha and Alan had a fantastic time in Miami at the Cruise Ship Interiors Expo – maybe we’ll see you again next year!  

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