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Shipboard architecture and design has now become a specialty in its own right. As rationalized as the process of ship′design and built is, it continues to produce some remarkable fleet image. Cruise line has created a number of the hall mark, identities and the interior design features of its own. It is to develop a design theme for a reference ship which sets a particular image for later new buildings to follow in same class. When a new class is created later, key design element will be retained, with some items being changed and new ideas introduced. Thus the approach has the flexibility to grow and change as the industry itself evolves and diversifies. There are a number of notable examples which illustrate how different line are thus able to create and maintain unique product hallmarks and identities through the interior design of their fleets.