CRUISE SHIPINTERIOR AWARDS

1 5 J U N E , 2 0 2 0 | FA E N A F O R U M | M I A M I

SPACES

| MSC Seaside | MSC SeaviewBEST SIGNAGE

| MSC Seaside | MSC SeaviewBEST SIGNAGE1

| MSC Seaside | MSC SeaviewBEST SIGNAGE2

| MSC Seaside | MSC SeaviewBEST SIGNAGE

Handed over to owners respectively in No-vember 2017 and June 2018, MSC Seaside and Seaview are pivotal to the growth strat-egy being pursued by MSC Cruises. As part of a package of interior and exterior design work on board, YSA Design was given the extra responsibility of developing related signage harmonizing with the design flair it had exhibited in delivering four restaurants, a nightclub, sports arena and a sports bar.

YSA Design graphic designer John Camm worked with his son and fellow-professional Tom to develop signage for both MSC Sea-side and Seaview, with the resulting blend of experienced and fresh design talent deliver-ing a distinctive edge. Camm senior is a con-cept illustrator and designer of some renown, whose credits include well-known cinemas, hotels, resorts and retailers, book jackets and film work, as well as extensive maritime work for cruise ships and super yachts.

One of the distinctive elements of the signage developed for the ships by the father and son team is that it is uniformly three-dimensional. Whether by developing signs in layers or as structures that support lettering and graphics within, Camm says that the third dimension can be used to maximise impact at ‘eye level’ and reinforce interior design themes.

Exemplary is the ‘depth’ given to the 1950s Americana feel devised for the ‘Sports Bar’ logos, while on-trend backlit Perspex letter-ing included within a 3D transparent casing for ‘Wine and Cocktails’ offers particular ‘cut through’.

Also very effective is the 3D and tactile sig-nage used for the multi-deck level Forest ‘AquaVenture’ Park - one of the largest and most interactive water attractions at sea. De-picting a ‘something for everyone’ message

is by no means easy. Here the YSA Design team has used the 3D element plus a strident contrast in colors and mixed materials in the lettering to hint that, within, lie not only wa-ter features but adventure trails and forest greenery.

Materials choices have also been significant elsewhere: signage for the ‘Asian Market Kitchen’ makes sympathetic use of the cop-per and brass that features throughout Roy Yamaguchi’s upscale dining experience on Deck 16.

Also on Deck 16, and a particular stand-out in terms of dining and signage is the ‘Ocean Cay’ - the first at-sea restaurant from Miche-lin-starred chef Ramon Freixa. Here, YSA Design conceived the fishing-themed eatery to feature stainless steel strands suspended from the ceiling whose interaction with light evokes netting, plus a half-hull of a fishing boat against one wall. The central waiter sta-tions are also designed as faux hulls.

In harmony with these themes, the diner approaching Ocean Cay is welcomed by a pointer for what to expect which also trans-forms an entrance-area limitation into a sig-nage virtue.

Ocean Cay is fronted by examples of its wine and liquors selection, effectively leaving no room for signage. YSA Design’s elegant solu-tion is a ‘totem pole’ with the restaurant brand and sea creatures screened into the glass and underlit in subtle blue to provide a nonethe-less eye-catching reflection.

In addition, a sword fish sculpture fashioned partially out of some of the same metallic ma-terials used for Ocean Cay materials sits on top of the totem pole, leaving no doubt as to the choices available on the menu.

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| MSC Seaside | MSC SeaviewBEST SIGNAGE4