Höganäs, Sweden – Oceania Cruises is preparing to launch its eighth luxury vessel, the Oceania Allura—a 241-metre ship designed by TDoS (Tillberg Design of Sweden), part of the Viken Group. Set to welcome 1,200 guests, the new ship promises exceptional spaciousness, refined comfort and an enhanced connection to the sea across every deck.

TDoS continues its long-standing collaboration with Norwegian Cruise Line Holdings, having previously designed Oceania Vista in 2023 and its sister ship in 2025. Allura will follow their distinctive design DNA, elevating the brand’s contemporary elegance.

A Touch of American Luxury

At the heart of the ship’s accommodation offering is the Owner’s Suite—a showcase of classic American design expressed through a palette of red, white and blue. The suite’s furnishings and accessories evoke coastal serenity, complemented by a spacious balcony, a butler’s pantry and a walk-in closet. A dining area with panoramic views, a hammered-metal bar and an inviting living space with plush seating and bespoke cabinetry complete the suite’s upscale ambience.

Where Coffee Meets Craft: The Barista Lounge

Deck 14 houses the Barista lounge, where guests can savour expertly brewed coffee with sweeping sea views. Designed with a modern twist on timeless style, the space features soft yellow, blue and white tones accented by gold details. Crème and black marble, antique mirrors and striking glass chandeliers create an atmosphere as refined as the beverages served.

Elevated Relaxation: Lounges With Character

Allura offers numerous spaces crafted for relaxation, including a tranquil library framed by elegant TDoS-designed bookcases.

On deck 9, the Concierge Lounge combines dark wood paneling with understated neutral fabrics, anchored by a golden cage feature at its centre.

The Executive Lounge on deck 11 presents a more dramatic mood, with dark stone walls, a herringbone floor, custom decorative shelving and a mirrored ceiling. Repeated patterns across doors, shelving and ceiling elements tie the space together in a cohesive visual narrative.

A New Dimension in Onboard Shopping

TDoS also crafted the ship’s suite of retail venues, each designed with its own identity.

The cosmetics boutique embraces pale pink and nude tones that flatter every complexion, offset by a dark brown floor, rose-metal details and a glamorous Hollywood-style chandelier.

In contrast, the clothing and accessories store offers a crisp, contemporary environment, defined by white and silver accents, backlit black onyx and a custom crystal-and-glass chandelier.

Inspired by a jewellery box, the ship’s dedicated jewellery store showcases pieces in midnight-blue velvet-clad display cases. Light onyx, veined blue marble and a sculptural metal framework complete the luxurious setting. A private room within the store features a bespoke golden metal enclosure—an engineering and acoustic challenge that TDoS successfully transformed into a serene, elegant retreat.

Collaboration at Its Best

Anna Silvesjö, CEO of the Viken Group, reflects on the project with pride: “Creating the jewellery store’s private room—with its golden cage that remains silent even at sea—was a unique challenge. But in the end, we were truly delighted with the result.”

Silvesjö adds that the partnership with Oceania Cruises has been rewarding for the entire TDoS team: “It’s always a pleasure to work with the various design firms, suppliers and contractors across so many onboard spaces. The process went smoothly, offered plenty of fun and provided our team with valuable learning opportunities.”

With Oceania Allura, TDoS once again demonstrates its mastery of luxury maritime design—delivering spaces that are sophisticated, inviting and unmistakably connected to the ocean experience.