In a post-pandemic world, reviving the cruising industry is no easy task. Many cruise lines have launched new vessels this year alone to keep with the demand, each with unique characteristics worthy of exploring. Prima, Norwegian Cruise Line's (NCL) latest and most fabulous ship yet, got something right among the new vessels. She features the biggest cabins at sea and enough outdoor spaces to give passengers the ultimate sea experience at a time when being too close to each other is no longer a desirable option.
Prima, a 965 feet, more than 143,535 tons, and beautifully-designed ship with a capacity of 3,100 guests at double occupancy and the highest staffing levels and space ratio of any contemporary or premium cruise ship, is already revolutionizing the cruising industry. Harry Sommer, President and Chief Executive Officer of Norwegian Cruise Line, says the idea of having many smaller spaces, a much higher space ratio, fewer crowds everywhere, and overall more personal space resonates well with NCL's customers. "Look at the [Prima's] fit and finish. We invested our money, not in the latest gadget or something along those lines, but in delivering an aesthetically pleasing experience for our guests," he added.
Besides featuring the most suite categories and a reimagined The Haven by Norwegian, NCL's ultra-premium keycard-only access ship-within-a-ship concept, Prima also has some of the best adrenaline-inducing experiences at sea, including the fastest slides, The Rush and The Drop, and Prima Speedway. This go-kart track expands three decks, making it the tallest in the ocean and among the Norwegian fleet. The ship has the most outdoor spaces including Ocean Boulevard, a 44,000-square-foot outdoor walkway that wraps around the entire ship on deck 8, connecting passengers to the sea like no other. The Concourse features a multi-million dollar outdoor sculpture garden. Infinity Beach's expansive pool decks and infinity-style pools allow guests to sit back and relax. The amount of outdoor spaces on Prima allow guests to connect to the ocean, rather than keeping everything indoors.
"When we launched Norwegian Prima, we aimed at going beyond expectations, providing our guests with more wide-open spaces, elevated service, thoughtful design, and a variety of unforgettable experiences, and this latest unveiling of our entertainment and recreational lineup is going have the wow-factor they've yearn for in a much-anticipated cruise vacation," Sommer said.
Prima has the world's first multi-purpose venue at sea, the Prima Theater & Club, where passengers will experience "Summer: The Donna Summer Musical" and "Noise Boys," which provide Broadway and West End caliber entertainment. Indulge Food Hall, the brand's first upscale outdoor food market, has been a favorite since the ship was launched. Sommer noted that it's not a buffet but has all the variety of one with all the benefits of freshly cooked made-to-order food. Guests can order from 11 different food concepts, including Indian and Tapas, using a screen and getting their food in minutes. The ship is also very fuel efficient thanks to its unique hull and bow design.
The ships features over 50 world-renowned artists, including Manuel 'Peeta' di Rita and Alexander Krivosheiw, thus investing more than $6 million in art, making it a floating museum. Many of the ship's design elements can be attributed to Miami-based interior design firm Studio DADO, in charge of most spaces, including staterooms, dining areas, the famous galaxy pavilion, etc. The signature Penrose Atrium, a technological marvel featuring world-class design, innovative engineering, and futuristic architecture with the sense of wonder of the ocean's earliest explorers, is by far one of the most stunning areas aboard Prima (and NCL President and CEO Harry Sommer's proclaimed favorite space on the ship). Guests will notice bold, straight lines, minimal structure, and a light and airy atmosphere from every angle. The design allows guests the freedom and flexibility to explore and enjoy each space at any time.
Studio DADO researched some of the world's most popular gathering places and plazas (such as St. Peter's Square in the Vatican and St. Mark's Square in Venice) to help define what makes them great. Scale and enclosure, sight lines and perspective, and places to see and be seen were all factors to consider. The team pushed the architectural boundaries of the grand space and manipulated geometry to create a one-of-a-kind and memorable experience.
"The unveiling of the exceptional Prima ship represents a critical elevation for the Norwegian brand, and we are honored to have been an integral part of a best-in-industry team that created the experiences and designs guests will be enjoying onboard Prima," said Yohandel Ruiz, founding partner, Studio DADO.
NCL challenged Studio DADO from the beginning to redefine the cruise experience by elevating the environment and creating spaces that felt entirely new and fresh while also familiar, comfortable, and inspiring. As a result, Studio DADO ensured that all areas shared a consistent experiential ethos and that the brand's story was translated into seamless appointments and unparalleled experiences at every turn.
Studio DADO surveyed the world's most visited and luxurious locales for inspiration, from Dubai's Burj al Arab to the glitz of Las Vegas nightlife, deconstructing the most sought-after elements of land-based attractions. The company is changing by recreating these once-in-a-lifetime experiences at sea.
"Our team thoughtfully designed each venue, restaurant, and suite class to have its own language, its own story, and its own feel," said Greg Walton, founding partner Studio DADO. "In this diversity of fresh and elevated design, a distinct architectural language has been carried throughout the retail experiences, into the Grand Atrium, and beyond into the dining spaces."
Undoubtedly, one of the most innovative cruise ships launched this year that is already revolutionizing the cruising industry when it needed it the most in a post-pandemic word. To learn more about Norwegian Prima, or to book a cruise visit the website.
Photography by: Courtesy of Chris Cann Photography, Norwegian Cruise Lines