CONDUCTR, the UK-based innovation studio, has delivered a new digital activation, The Art Experience, on Oceania Cruises’ new ship, Oceania Allura.
Extending across two decks and featuring more than 25 curated artworks, the experience was envisaged, produced, and constructed by CONDUCTR and demonstrates the studio’s distinctive end-to-end approach to immersive design, technology, and culture.
Every element, from artist interviews and digital platform design to visitor experience strategy and onboarding, was developed by the in-house team.
Enriching audience engagement
Passengers explore the collection on their own devices through a tailor-made web platform that functions offline, which is crucial for ship-based environments with limited connectivity.
By scanning QR codes placed around the ship, guests can access a page about the artist, including short films shot on location across several countries that offer personal insight into each artist's processes and inspirations.
The experience is designed to be emotionally driven, intuitive, and self-guided, blending UX and storytelling to create a seamless user experience.
Jos van der Steen, CONDUCTR’s COO and co-founder, says: "The Art Experience is one of the most meaningful projects we’ve had the privilege to deliver.
"Created from the ground up by our team at CONDUCTR in collaboration with Oceania Cruises, it shares the artists’ stories and inspirations in a way that deepens guests’ connection to the art and reflects the care and detail that defines Oceania’s approach to hospitality."
With this project, CONDUCTR reinforces its growing reputation as a creative and technical partner to cruise lines, museums, and cultural destinations exploring new approaches to how visitors engage with art and narrative.
The project included:
- Creative production. 12 artist films produced by CONDUCTR.
- Curatorial collaboration. Working alongside art directors to embed cultural context.
- Technical build. Fully bespoke, offline-first web platform, hosted onboard.
- UX and guest experience design. Created for emotional engagement and ease of use.
The launch is the latest in a series of international projects across the attractions, cruise, and cultural spaces, ranging from large-scale interactive digital installations to fully immersive dark rides and interactive environments.
Last month, CONDUCTR revealed its new attraction, Monster Motel: Challenge Rooms. This quick-paced, high-volume experience reimagines the classic escape room format.
