How does interior design affect the bottom line
With the financial downturn impacting the industry, vessel owners are looking for new ways to bring a turn around in business. Shelia Sparks from Lime Cut, Australia has highlighted that both vessels and owners could benefit from better interior design onboard passenger vessels.
T
he interior design of a vessel is not just about the arrangement of the seating and equipment onboard, but also
involves the actual styling and the experience that the passenger gets whilst onboard the vessel, Ms Sparks highlights that this is where a design team can help. With correct design the vessel will not only look better, but will also enable the owner/operator to increase its business. Ms Sparks highlighted what the bottom
line means for the passenger ferry sector in her presentation at the Interferry conference in New York last year. “Te whole idea was looking at the importance of using designers on ferries [interior design] as there has been little use in the past. It is also important to think of people as passengers, not cargo or the “hotel load” if you treat people that way how can you expect them to recommend your ferry”, comments Ms Sparks. Since then this principle has been redefined
into the triple bottom line, Ms Sparks explains: “Leading business now think of the “triple bottom line” when running their businesses. Tey now balance environmental, social and economics to ensure a sustainable business. We as designers really focus on the social aspect, we think about the people and care about them so by taking time to listen to the users, owners, operators and staff we get a better understanding of what is required and get it right so everyone has a positive experience.” Ms Sparks also highlights that designers
are an important factor in helping to improve the bottom line, as they will take onboard what has to be achieved and with this are able to deliver a better interior design that will change the way people feel by enhancing the look feel onboard the vessel. Working with naval architects and engineers, ensures we achieve a design that not only increases the vessel owner’s profits, but will also help to meets with weight, speed and fuel efficiency
The Naval Architect April 2011
Shelia Sparks from Limecut, Australia presenting at Interferry in 2010.
requirements can be achieved. “We work on behalf of the owner and listen closely to their needs and desires. Having established a clear brief we then facilitate good communication between owners, naval architects and builders, ensuring a positive experience for all parties. Good communication leads to informed decisions and reduces the risk of poor or inappropriate design and saves valuable time and expenditure”, said Ms Sparks. Ms Sparks highlights a case study from Air
New Zealand as a company that was suffering in decline until they brought in a design team to help design the entire operation, from the passenger experience inside the aircraſt to the terminal building and beyond. The design team “challenge” accepted wisdom and brought fresh and new ways of thinking. Air New Zealand is now the number 1 long haul leisure carrier in the world Also, part of the design process was to understand the type of passengers that were going to use the service. “Tere are five different types of passenger, if you only cater for one then you will lose 4/5 of your business”, said Ms Sparks.
Currently, Ms Sparks is in discussion with
two clients. She has highlighted that the Middle East has been the most responsive to taking a closer look at the design onboard its passenger vessels, which wants a younger and fresh design approach, showing the countries culture and identity. “Te Middle East market is passionate about its interior design [on vessels]. Te rest of the world needs to catch on to this”, commented Ms Sparks. “Tere is a perception that engaging a designer is an uneccessay expense, this is not the case. We get the design right the first time so there is no rework and by creating good design we attract more customers and repeat business”, she added. Ms Spark hopes that with increased
awareness for the need for good design on passenger vessels that there will be a rise in seeing vessel owners seeking the expertise of design companies to enhance the appearance and experience of their vessels. But, for now there is still the balance of the triple bottom line that still needs to met, along with increasing passenger numbers. NA
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