November the 5th, DiDi University Dubai. As part of DIDI University’s activation program for Dubai Design Week, under the theme “Together معاً”, an open studio brought together leading figures in maritime innovation and design. The session featured Giorgio Cassetta, Hussein Alshaali, R&D, Gulf Craft LLC, and Filippo Ceragioli, PR & Communication specialist in the yachting and design fields. Together, they explored how innovation, sustainability, and evolving perceptions of luxury are shaping the future of yachting in the UAE. Moderated by Prof. Elmar Schüller, Strategic Design Management faculty at DIDI University, the workshop combined strategic insight with creative exploration, offering participants a direct exchange with thought leaders in the luxury maritime sector. Discussions addressed emerging trends in sustainable design, technological advances in yacht construction, and the redefinition of luxury in an increasingly environmentally conscious global market. Thought case studies, interactive dialogue, and scenario-building exercises, the session encouraged collaboration among industry leaders, designers, and emerging talent—highlighting how collective innovation can foster a more connected and forward-thinking maritime ecosystem. Attendees gained valuable insight into how design strategies can drive business transformation, strengthen sustainability, and redefine the yachting experience.
A special contribution by Giorgio Cassetta focused on the perception of luxury in design, illustrating how “luxury experiences” are reshaping the high-end market as clients shift from owning to living. In yachting, this translates into vessels conceived as platforms for emotion, wellness, and discovery—where bespoke journeys, sustainability, and artistic purpose converge to create meaningful connections between people, the sea, and a refined sense of time and place. Hussein Alshaali, R&D, Gulf Craft, contributed by contextualizing this message within Middle Eastern culture, explaining how traditions and regional perspectives shape the understanding of private luxury and its evolving perception in the region. Filippo Ceragioli complemented the discussion with an analysis of data and trends defining the experiential luxury market, illustrating how these global dynamics are reflected in the superyacht and high-end leisure segments. The topic received strong engagement and feedback from DIDI University students, who observed the session from multiple perspectives throughout the University atrium.
This initiative underscores DIDI University’s commitment to bridging academia and industry, positioning Dubai as a hub for innovation in luxury mobility. By showcasing forward-thinking ideas and pioneering design approaches, the open studio aimed to inspire participants and spark dialogue among media, academia, and industry stakeholders across the Middle East and Europe. Ultimately, the session reflected a global transformation in luxury yachting, where technology, design, and sustainability converge to meet the expectations of a new generation of owners, designers, and maritime entrepreneurs. Through collaborations such as this, DIDI University, Gulf Craft, Giorgio Cassetta Design, and Filippo Ceragioli demonstrated how vision, creativity, and strategy can collectively redefine the future of the superyacht industry.