Final Call

Starship Enterprise

For its new flagship, MSC Cruises re-imagines the bar to transport guests to another world.

With commercial space travel soon to become a reality, developers and designers are looking beyond the stratosphere for inspiration, seeking to replicate a life in space in their projects on land or at sea. Or at least that’s the case for MSC Cruises, whose new flagship MSC Virtuosa is home to a futuristic space-themed bar and entertainment venue.

Kitted out with 3D holograms, a digital art wall and 12-seater interactive table that allows passengers to explore the universe on their very own intergalactic tour, MSC Starship Club could be mistaken for something out of a sci-fi movie – think Starship Enterprise – and is fronted by the ocean’s first-ever humanoid bartender. Named Rob, the resident barman can mix and muddle just like a human – albeit taking orders from guests in digital cockpits – and interacts using a natural voice and expressions. Not only does Rob prepare an impressive range of cocktails, he speaks eight languages, has his own distinct personality and uses his LED face to convey emotion, so that passengers can enjoy the performance while sipping on their tipple. In keeping with the theme, the status of the cocktails is displayed on digital monitors and a ticker-tape-style LED strip above the bar, while the finished product is served in futuristic glasses that visitors can take away as a souvenir.

This latest innovation takes cutting-edge robotics and digital technologies to deliver an immersive entertainment lounge, completely re-imagining the traditional bar experience to transport guests to another world. It may be one small step for MSC, but it could mark the beginning of one giant leap towards automation.