The first time I walked aboard a Viking river 'longship,' I felt an immediate sense of calm. The key décor elements of wood, leather, stone, steel, glass, fabric and tile created an airy, embracing ambience that flowed through the staterooms and public areas of the ship. It felt like home.
I had the same response when I boarded the Viking Saturn last week in New York City for the naming ceremony of the 10th ocean vessel in the Viking fleet. The ocean ships are on a grander scale than Viking's 79-strong river fleet, but at just 48,742 gross tons and 930-passenger capacity, they're on the low end of the ocean segment.
TravelPulse Canada had the opportunity to tour the ship with Richard Riviere, founding principal of Rottet Studio and the man who worked closely with Viking founder Torstein Hagen to create the signature Viking design and décor that can now be found on 100 river, ocean and expedition vessels.
Riviere has more than 30 years of experience in designing brand-building hospitality environments, mostly in the hotel industry. During discussions with Viking about working with them, he had to admit that he had never been on a cruise ship - and he figured that might be disqualifying. But Hagen told his hiring staff: "No, I want the hotel guy."
Viking takes a sharply divergent tack from other ocean cruise lines that focus on adding innovations and superlatives with each ship. At Viking, each new vessel is virtually identical to the one before. Riviere explained the thinking behind that philosophy and the power of a strong, consistent visual brand identity.
"On Viking, the destination is the theme. We want guests focused on what's outside the ship," he said.
Designer Richard Riviere refers to the three-deck atrium on Viking ocean ships as "the living room." (Bruce Parkinson)
That doesn't diminish the importance of the onboard design and décor, but it does shift the focus. "This is not entertainment architecture," Riviere said. "We want guests to feel like their stateroom is a pied-à-terre, and the ship is a place to recharge and get ready to have another exciting day at a new destination tomorrow."
Scandinavian-inspired design gives Viking ocean ships a warm, welcoming appeal. (Bruce Parkinson)He calls the Viking style an "American version of Nordic design," reflecting the fact that 70-80% of Viking guests hail from North America. Key design principles include a "modernist residential" ambience, an homage to the line's Nordic heritage, reflections of nature and themes of exploration.
The design also features subtle references to Viking ships dating back 1,000 years, with things like macramé window coverings that suggest ship riggings and bars where wood is employed in overlapping 'shiplap' style, like an early wooden hull.
Viking's ocean ships have lots of nooks and crannies where guests can "squirrel away with a good book." (Bruce Parkinson)
Hagen refers to the Viking product as "the thinking person's cruise line," and the design reflects that, with public spaces broken up into "little places to sit, relax or squirrel away with a good book." The goal is to make guests feel like they are on a "floating vacation home," characterized by "attention to detail and simplicity of function and comfort." That aesthetic is reflected in the three deck-high public space the Atrium, which Viking refers to as "the living room" of the ship.
Simplicity is important to Hagen, and he believes the smaller size of Viking ships makes that possible. "Guests know where things are and crew know where things are, and that makes a big difference," he said during a presentation at the naming ceremony.
An absence of affectation is also reflected in the small details - like easy-open bath amenities clearly marked in large print, and simplified TV remotes so guests "don't need a teenager to help you."
That's a good thing, as Viking's ocean ships only accommodate guests 18 and older. Other distinguishing elements of the Viking experience include the absence of casinos and "umbrella drinks," and free WiFi for all guests.
Inclusive Viking pricing comes with a complimentary excursion in each port of call, unlimited beer and wine with lunch and dinner, 24-hour specialty coffees, teas and bottled water, and no upcharges for specialty restaurants.
All 465 staterooms and suites on Viking's ocean ships feature verandas. (Bruce Parkinson)Viking accommodations follow a simple formula too: there are just six categories of stateroom on Viking ocean ships - and every one of them comes with a veranda, there are no interior cabins.
Entry-level is the generously sized Veranda Staterooms at 270 sq. ft. A popular category is the Penthouse Veranda Staterooms, 25% larger than Veranda Staterooms at 338 sq. ft. These come with enhanced amenities, including a welcome bottle of champagne and stocked mini-bar.
Viking's massive success on the world's rivers - it controls over 50% of the lucrative Europe market - has been matched by its rapid-fire growth in the ocean market. The first Viking ocean vessel launched in 2015. Now there are 10, with six more under construction and options for four more.
Manfredi's is the Italian specialty restaurant on Viking's ocean ships. (Bruce Parkinson)Public reaction to Viking's unique approach to cruising has been spectacular. It was the first company to be named both the #1 Small Ship Ocean Line and #1 River Line by publications Travel + Leisure and Condé Nast Traveler. In March of this year, Viking swept Cruise Critic's Cruisers' Choice Awards, receiving top honours in six categories including "Best Overall Line," "Best River Line," and "Best Dining."
Clearly, Hagen and Riviere's Viking design vision has struck a chord with travellers, vindicating the decision to focus on brand consistency throughout the river, ocean and expedition fleet.
"These are not cruise ships as you know them," Hagen said. "I don't think we're a real cruise line. We're something better."
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