JOURNEYS
Redefining the sound of luxury ocean travel for MSC's landmark new brand
Explora Journeys was created to answer a gap MSC Group identified in the cruise market: a luxury ocean experience with the feel and design intelligence of a great land-based hotel, built around slow travel, privacy and European sensibility. With its sleek distinctive profile, a design team that included renowned superyacht designer Martin Francis, and an ambitious new fleet taking shape, music formed part of the thinking around the guest experience from the earliest stages.
A total sonic identity, built around the brand's Ocean State of Mind
We worked closely with senior leadership through pre-launch, spending extended time aboard the ships to refine our understanding of each space and how it should sound.
The scope reflects the scale of the brand's ambition: seven restaurants, ten bars and lounges, spa and wellness, fitness, retail, in-suite programming, casino, on-demand event playlists and geo-location triggered soundscapes that shift as the ship moves between ports. Across all of it, the Ocean State of Mind runs as a through-line, a relaxed, European, contemporary luxury sound that gives Explora Journeys a sonic identity wholly in keeping with a brand reinventing what luxury ocean travel can be.
A total sonic identity, built around the brand's Ocean State of Mind
We worked closely with senior leadership through pre-launch, spending extended time aboard the ships to refine our understanding of each space and how it should sound.
The scope reflects the scale of the brand's ambition: seven restaurants, ten bars and lounges, spa and wellness, fitness, retail, in-suite programming, casino, on-demand event playlists and geo-location triggered soundscapes that shift as the ship moves between ports. Across all of it, the Ocean State of Mind runs as a through-line, a relaxed, European, contemporary luxury sound that gives Explora Journeys a sonic identity wholly in keeping with a brand reinventing what luxury ocean travel can be.
PERSPECTIVE
“Curating sound for a ship at sea means every zone has its own mood - quiet where guests want quiet, alive where they want energy. We shaped each space so the journey feels considered from the moment guests step aboard.”
Rob WoodCreative Director, Music Concierge
