T DoS (Tillberg Design of Sweden), the globally respected design studio and part of the Viken Group, has revealed the latest chapter in its long-standing collaboration with Oceania Cruises: the 241-metre Oceania Allura, a cruise ship sculpted around contemporary luxury, refined storytelling and an unmistakably sophisticated aesthetic.
Following the successful delivery of Oceania Vista in 2023 and her sistership in 2025, Allura continues the evolution of a design language that blends classic American elegance with TDoS’s signature Scandinavian clarity. The partnership draws on years of collaboration with Norwegian Cruise Line Holdings, translating experience and expertise into a ship crafted for the modern traveller.
A Suite Shaped by “American Luxury”
Allura’s Owner’s Suite sets the tone: a calm, coastal palette of red, white and blue, rich textures and quietly luxurious details. A large balcony, butler’s pantry and walk-in wardrobe frame a living space curated with sculptural furniture, a hammered-metal bar, and a dining area with cinematic sea views. It’s intimate, timeless and unmistakably elevated.
Barista on Deck 14 — the Social Heartbeat
A favourite among Oceania guests, the Barista lounge returns in a brighter, more expressive form. Soft yellows, pale blues and white surfaces meet gold accents, black-and-crème marble and artisan glass chandeliers. It’s a sunlit sanctuary built for cappuccinos, fresh pastries and mornings that drift slowly into afternoons.
Lounges with Their Own Personality
TDoS’s ability to design spaces with emotional nuance is clear throughout Allura:
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The Library offers quiet luxury with custom bookcases framing Oceania Cruises’ extensive collection.
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The Concierge Lounge on Deck 9 brings warm woods, soft textiles and a striking golden cage – its sculptural focal point.
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The Executive Lounge on Deck 11 feels dramatic and architectural: dark stone walls, herringbone flooring, mirrored ceilings and shelving with a continuous decorative “red thread”.
Each space feels distinct, yet part of a cohesive whole — a hallmark of TDoS’s design approach.
A Retail Experience Curated Like a Gallery
From fashion to fine jewellery, Allura’s retail world unfolds like a sequence of curated rooms:
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The Cosmetics Boutique uses pale pinks, nudes, rose metals and soft lighting for a Hollywood-glam mood.
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The Clothing & Accessories Store skews cool and modern: crisp whites, silver accents, backlit onyx and a custom crystal chandelier.
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The Jewellery Salon becomes a jewel box itself — midnight-blue velvet, light onyx, veined blue marble and dramatic glass cages that frame each piece like art.
For CEO Anna Silvesjö, designing the private “golden cage” room inside the jewellery store presented a technical challenge — creating a metallic structure that remained silent at sea. The final result: an elegant, stable, and beautifully immersive space that exceeded expectations.
Craft, Collaboration & a Ship Designed to Delight
From the earliest sketches to the finishing touches, TDoS describes the Allura project as a joyful collaboration—one that balanced imaginative design with technical precision. As the studio continues its work with Oceania Cruises, Allura stands as a testament to craftsmanship, harmony and the pursuit of hospitality at sea with true personality.
