Aroya – Aroya Cruises – AROYA

Submitted by: Kate Porteous
Lead Designer: Liz Richardson
Studio: SMC Design
Outfitter: MJM Marine
Shipyard: Bredo Dry Docks in Bremerhaven, Germany
Completion Date: 30/11/2024

We are proud to put forward AROYA for the CSI Best Brand Original Project Award.

In February 2023, Cruise Saudi acquired World Dream, a 335-metre, 151,000 GT, 18-deck vessel. This ship was to become AROYA, the first cruise line created specifically for the Saudi Arabian market. The project was the largest cruise ship refurbishment ever created to date, transforming 18 decks of public and accommodation spaces in a remarkable 22 months. Every element of AROYA’s brand identity, from concept to delivery, was the vision for a brand new cruise brand entirely created by SMC Design.

SMC Design was appointed as lead architect for 80% of the interiors, with responsibility extending well beyond interior design. We delivered branding, signage, wayfinding, FF&E, artwork and cultural curation across the vessel. Initial designs were produced in three months, followed by three more to complete drawings and specifications. More than 40 designer and architects from SMC worked in parallel, ensuring consistency across every detail.

Working with the Saudi Ministry of Culture, we translated heritage and tradition into a modern design language. Saudi craft, landscapes and geometry informed an aesthetic that is authentic yet internationally relevant. AROYA also holds the largest ‘at sea’ collection of art by Saudi artists, showcasing national creativity to a global audience. From bespoke furniture to curated art and clear wayfinding, each element supported the brand story.

The challenge was not only to refurbish a ship but to create a brand with no precedent – designed specifically for the Arabic culture. Casino spaces were omitted, and alcohol-focused venues replaced with cafés, as well as coffee houses and family destinations. Interior spaces have generously been decorated with Saudi artefacts, books & artworks. On deck 8, Marka café offers majlis seating with coffee, tea, sweets, and cakes, alongside a chocolate and coffee bar with live demonstrations. The atrium itself has been redesigned for comfort and luxury, with retail spaces and subtle brand cues such as fretwork & colours to create subliminal Arabic brand continuity throughout the vessel.

AROYA is more than a refit; it is the creation of a new cruise brand. It shows how cultural identity can guide design across an entire vessel. This work reflects the creativity of SMC Design, the vision of AROYA Cruises, and the contribution of suppliers and outfitters. Together we have created a new brand with lasting relevance.