Taking the Long-Term View: How Studio DADO’s Vision Became a Global Design Story

Story Overview

When Norwegian Cruise Line introduced Prima, the first vessel in its newest class of ships, the world was watching. The ship represented years of imagination brought to life through artistry, engineering, and design. For Studio DADO, the hospitality design firm entrusted with 17 public spaces and multiple suites and stateroom categories, this project was a chance to redefine modern cruise design.

The Studio DADO team poured six years into creating spaces inspired by iconic gathering places like Times Square and St. Peter’s Square. Their work carried scale, depth, and narrative richness. As the inaugural sail approached, one question mattered most.
How could they ensure their design story rose above the noise of a global media moment?

Studio DADO had created something extraordinary. Our job was to help the world see it.

The Client

Studio DADO, a Miami based hospitality design studio known for their narrative approach, collaborative ethos, and award winning spaces that blend art, culture, and emotion.

The Moment

With the ship’s debut set for August 27, 2022, a massive global media wave was inevitable. Norwegian Cruise Line would receive extensive coverage. So would the shipbuilders, architects, and other design partners.

Without a clear, strategic visibility plan, Studio DADO risked becoming one of many design voices in the conversation, even though they were responsible for the largest share of designed spaces onboard.

This moment required foresight, clarity, and a visibility strategy that matched the scale of the project.

What We Noticed

DADO’s design work was visionary, layered, and rooted in storytelling. Their founders were fluent in the emotional and functional intentions behind each space. What they needed was a partner who understood their voice, could hold their story with care, and knew how to translate their design philosophy for a global audience.

We also saw that the unveil would be a three phase moment:

• Before the sail, during the sail, and after the sail.
• Visibility would require consistent, thoughtful engagement in all three.
• To capture the magnitude of DADO’s contribution, we needed to begin long before launch day.

How We Approched It

We designed a long-term, three-part visibility engine built specifically for Studio DADO’s work on Prima.

1. Partnership Alignment With Norwegian Cruise Line

Two years before the inaugural sail, we established a direct relationship with NCL’s entire PR department. This ensured messaging, timelines, approvals, and opportunities were aligned and collaborative from the start.

2. Story Extraction Through Design Discovery

We held in-depth story briefings with the Studio DADO team throughout design development. Each space’s influences, material choices, emotional goals, and artistic references were gathered and distilled into fully formed, media ready narratives.

3. Media Relationships Built on Trust

Over years of collaboration, we developed ongoing relationships with top cruise and hospitality editors. We consistently shared near ready to print insights to build reliability and trust long before Prima set sail.

This triad of alignment, storytelling, and relationship-building became the foundation of the launch.

What We Did Together

As the inaugural sail approached, we activated a coordinated multi-channel launch plan that guided Studio DADO through every moment of visibility.

• Prepared founders for interviews with messaging, talking points, and on board etiquette
• Crafted press ready design briefs for all 17 public spaces
• Coordinated press requests directly with NCL and incoming media
• Identified and pitched high value media partners
• Sent targeted announcements to international outlets and trade publications
• Supported Studio DADO onboard during the inaugural sail as interviews came in
• Ensured every design detail was framed with clarity and intention

This was partnership in the truest sense. We became an extension of their studio, carrying their story forward with the same respect they carried into their design work.

The Outcome

Studio DADO Became the Most Visible Design Firm on Prima

Results at a Glance

• 320 design related media mentions
• 570 million total potential news reach
• 15 interviews secured, including 7 before the sail and 8 during
• Features in MSN, Yahoo Finance, Associated Press, The Points Guy, PR Newswire
• Strong placement in trade outlets including Seatrade, Cruise and Ferry, Cruise Lifestyle
• Studio DADO named in every article referencing the ship’s design
  

What It Meant

DADO’s work was not just included in coverage. It became the heart of the Prima design story.

Editors highlighted their spaces, celebrated their creative references, and positioned the studio as one of the leading voices behind the ship’s design identity.

The Transformation

Studio DADO entered the Prima unveil as a respected hospitality design studio. They emerged as internationally recognized design leaders.

Their visibility became the foundation for future opportunities, interviews, and award submissions. The industry saw their artistic range, their design process, and their narrative-driven approach.

Because our team was embedded in their rhythm, the impact did not disappear once the sail ended. It continued to ripple outward in the months and years that followed.

In Their Words

When the world finally saw Prima, they did not just see the ship. They saw our story. BryteBox made sure of that.”