The line pulled out all the stops for the sprawling Aurea Spa, which would become one of the ship’s most frequently-photographed interior spaces. With over 17,000sq ft of deck space to play with, the line threw in everything but that old cliché about the kitchen sink. Besides the standard amenities such as a fully-equipped gymnasium and the obligatory assortment of treatment rooms were a host of unexpected features, including a room dedicated specifically to yoga, a separate Spa Bar, and an absolutely massive thermal suite complete with steam and sauna facilities and a hydrotherapy pool.

In a unique move, MSC also chose to manage the Aurea Spa in-house rather than contracting it out to another firm such as Steiner or Canyon Ranch, as was common practice throughout much of the cruise industry at the time. The rationale behind this decision was that having more control over the spa would enable the line to better cater to their guests and avoid the upselling attitude that was prevalent after treatments in many competing shipboard spas.

MSC Fantasia also introduced the first sea-going interactive 4D cinema. Similar to the interactive rides in major theme parks that utilise a combination of a gigantic screen coupled with hydraulically-mounted seats and sensory effects, the 4D Cinema could seat ten guests at a time, and came with an attached cost of €6. For those who may have never had this particular experience, however, it was worth double the cost: the seat rushes and moves in sync with the images projected on the screen, stereo sounds materialise from every corner of the room, and wind – real wind – whips at your face as you ‘fly’ around.

For the children (or just the children at heart), MSC Fantasia also came complete with a real Formula One race simulator. Guests could choose from a variety of race courses from their comfortable seat in an actual Formula 1 car, complete with tyres and decals, mounted on a gyroscope mechanism on the floor that would shake and rattle the car according to the driver’s inputs. To say that it was an insanely popular feature would be putting it mildly.

If that wasn’t enough, MSC Fantasia brought both light and sound to her Pool Deck, courtesy of 150 illuminated musical fountains that were designed to add a touch of entertainment by both day and night.

In their official press materials, MSC Cruises described MSC Fantasia as the perfect blend of technology, elegance and exclusive services, and they couldn’t have been more accurate. But the line also managed to create something that probably went unnoticed by most guests: a unique voice within the cruise industry. With the arrival of MSC Fantasia, gone were the days when the line was the scrappy little underdog vying for the attention of the North American media and looking to establish itself as the premier European-based cruise line.

Few lines experience the kind of rapid expansion that MSC Cruises achieved in under a decade. Fewer still manage to develop something innovative, unique, and wholly individual in the process.

MSC Cruises managed to do both.