MSC Cruise Division Launches MSC Creative Studios in Edinburgh

MSC Group’s Cruise Division is expanding its commitment to onboard entertainment with the launch of MSC Creative Studios, a new production and training facility designed to elevate guest experiences across its cruise brands. The initiative reflects the company’s growing focus on creating high-quality shows and performances that enhance the entertainment offering on its ships.

To support this vision, the Cruise Division has acquired a production studio in Edinburgh, Scotland. The facility is currently undergoing extensive renovations and will soon transform into MSC Creative Studios, a purpose-built hub dedicated to developing new entertainment concepts and training performers. Once completed, the studio will help shape future productions for both MSC Cruises and Explora Journeys.

Facility Expected to Open by July 2026

The newly developed entertainment hub is scheduled to become fully operational by July 2026. After opening, it will play a central role in preparing entertainment programs and shows for upcoming cruise seasons, particularly for productions planned for the end of 2026 and beyond.

By establishing this creative center, MSC’s Cruise Division aims to streamline the entertainment development process. The facility will allow creative teams, production specialists, and technical experts to collaborate closely in one location, helping transform creative concepts into fully realized stage productions that will later debut onboard cruise ships.

A Central Hub for Creative and Technical Collaboration

MSC Creative Studios is being designed as a comprehensive development environment where different departments involved in entertainment production can work together seamlessly. The facility will bring creative, technical, and production teams under one roof, allowing them to collaborate from the early concept stage through final rehearsals.

This integrated approach will support everything from concept creation and choreography to stage design, sound production, and performer training. By housing these functions in a single location, MSC aims to improve efficiency and maintain consistent quality across its entertainment offerings.

Advanced Rehearsal and Training Facilities

The new studio complex will feature a wide range of specialized spaces to support entertainment production and performer preparation. These facilities will include:

• A dedicated aerial rehearsal space for acrobatic and aerial performances
• Eleven dance studios for choreography development and rehearsals
• Six vocal studios designed for singers and vocal training
• A technical recording studio for sound production and music recording
• Offices and green rooms for performers and production teams
• Changing facilities and backstage support areas
• Storage areas for scenery, props, and costumes

These resources will enable performers, technicians, and production teams to rehearse and refine their work before shows are launched onboard cruise ships.

Supporting Performer Preparation and Stagecraft Development

MSC Creative Studios will play a key role in preparing performers and technical teams before new shows are introduced at sea. The facility will be used for rehearsals, technical training, stagecraft development, and performer preparation, ensuring productions are fully polished before they reach guests.

This process will help maintain a high standard of entertainment across the Cruise Division’s growing fleet while also supporting more ambitious productions in the future.

Leadership Vision for Future Entertainment

According to Steve Leatham, Vice President of Entertainment for the MSC Cruise Division, establishing a dedicated creative center is a crucial step as the company continues to expand its entertainment offerings.

Leatham explained that having a dedicated facility for training and development allows the Cruise Division to increase the scale and ambition of its productions while maintaining consistent quality. The new studio will ensure shows are fully prepared before launching onboard, reinforcing the company’s long-term commitment to innovation in cruise entertainment.

He also highlighted that MSC Creative Studios will become a collaborative environment where performers, technicians, and creative professionals can work together from the earliest stages of each project.

Edinburgh’s Cultural Influence on Future Productions

The decision to locate MSC Creative Studios in Edinburgh reflects the city’s reputation as one of the world’s leading cultural destinations. Known for its vibrant arts scene, historic venues, and globally recognized festivals, the city offers an inspiring environment for artistic development.

By establishing its creative hub in such a culturally rich location, MSC aims to draw inspiration from the region’s artistic energy. This influence could shape the design, storytelling, and performance style of future productions that will eventually entertain guests sailing with MSC Cruises and Explora Journeys.

Strengthening MSC’s Commitment to Onboard Entertainment

The launch of MSC Creative Studios highlights the Cruise Division’s broader strategy to enhance onboard entertainment and deliver memorable experiences for guests. With cruise travel becoming increasingly experienced-focused, high-quality shows and performances are playing a bigger role in shaping guest satisfaction.

By investing in a dedicated production and training facility, MSC Group is positioning itself to continue developing innovative entertainment concepts while supporting its growing fleet and expanding global presence.

As the studio prepares to open in 2026, guests sailing on MSC’s ships can expect new productions, advanced stage performances, and fresh creative experiences developed through this state-of-the-art entertainment hub.