In a new ‘partnership of equals’, Anne Mari Gullikstad, ceo YSA Design works alongside longstanding associates Einar B. Jungård, Jan Krefting, Trond Sigurdsen and Tov Arne Svalestuen, founders Yran and Storbraaten, and existing partner Gunnar Aaserud.
‘There’s a new intensity since the restructuring, but what remains unchanged is that there won’t be a generic “YSA Design”,’ says Gullikstad. ‘We develop designs working to achieve what the client wants in harmony with the ship, passenger experience, crew needs and service delivery.’
It is a philosophy that has led the YSA Design team into areas of specialization in developing both interior and exterior spaces. ‘Kids areas’ based on inclusive design principles, rather than segmentation, have evolved as a specialty since the company’s early selection by Disney Cruise Line. Its approach has been sought out by other owners as cruising demographics have changed.
Gullikstad also points to the “immersive” theatre designed for Holland America Line’s Koningsdam, with its central stage and wraparound video canvas, and the Jean-Philippe Maury chocolate atelier onboard MSC Meraviglia as enticements that could make repeat passengers out of new cruisers.
Over the summer, YSA Design has been bringing its design and project management skills to a main deck conversion of a European-built ship to meet Asian cruising tastes at a Chinese yard. The latest project brought timely insight into a market preparing to meet local demand, she explains.
‘The emergence of this exciting market is a driver for growth and a seismic shift for the industry, posing new challenges for ship designers,’ says Gullikstad.
‘Through a combination of study trips and diligent research, we realized that adapting existing cruise ships for this new market involves more than simple cosmetic change,' she remarked.
'We have to strike a balance between aesthetic and functional requirements for a new audience which requires a variety of dining experiences, larger and specific retail areas, dedicated spaces for group activities, exercise and entertainment events, and a real focus on gaming arenas.’
The newly energized YSA Design is ready for growth, but Gullikstad emphasizes that it will not come at a price of compromising a hard-won reputation. ‘One emphasis is to grow 3D modelling, where we invested in the latest hardware and software after the restructuring. Our goal is to grow to 35-40 staff, while ensuring that experienced leaders manage every project.’
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