MSC Cruises trade fair presentation

MSC Cruises, the world’s third-largest cruise brand, was represented for the first time with a joint stand at the ITB International Tourism Exchange in Berlin in cooperation with Explora Journeys, the luxury travel brand of the MSC Group. For the trade fair appearance of the two brands under the umbrella of the MSC Group, Artlife developed the concept and design. The structural implementation was also in our hands. On an area of around 90 square metres, a stylish balance of dialogue-oriented brand stand and elegant feel-good lounge has been created.

For the joint presentation, we designed a trade fair stand that brings together the different brand worlds in a uniform, harmonious concept and yet clearly differentiates themselves from each other by means of individually designed room elements and meeting areas.

With the MSC Yacht Club, MSC Cruises’ exclusive ship-in-ship concept was also represented at the stand. Elevated on a pedestal and slightly separated, visitors to the “Yacht Club Corner” awaited relaxed stays in an elegant atmosphere.

While the furniture and decoration on the MSC Cruises area were characterised by timeless elegance, on the other hand, the interior of bright lounge furniture, warm wooden elements and gold-coloured accessories conveyed the desired luxurious brand character of Explora Journeys.

The still image was dominated by the CI blue of the MSC Group, which characterized the noble overall ambience of the appearance. In addition to the uniform colour scheme, the central ceiling construction acted as a visual bracket under which the brands were combined. The suspension in the stylized form of a ship’s bow was a key feature of the booth that was visible from afar.