MSC Opens Edinburgh Creative Studio for Cruise Entertainment
MSC Group is expanding its entertainment capabilities with the development of a new production facility in Edinburgh.
The company’s cruise division has acquired a studio in the Scottish capital that is currently being renovated and will soon operate as MSC Creative Studios. The venue will focus on designing and preparing entertainment productions for guests sailing with both MSC Cruises and Explora Journeys.
The facility is scheduled to open this summer, with operations expected to begin by July 2026. Once operational, it will function as a centralized location where creative teams, technicians, and performers can collaborate on new productions. Shows developed at the studio are expected to appear across the company’s fleet starting in the latter part of the 2026 cruise season and beyond.
The purpose-built site will concentrate on rehearsals, performer development, and the technical preparation required before productions are introduced onboard ships.
To support these activities, MSC Creative Studios will include a wide range of specialized spaces designed for large-scale entertainment production, including:
- A dedicated aerial rehearsal area for acrobatic acts
- Eleven dance studios for choreography and rehearsals
- Six vocal studios for singers and voice training
- A recording studio for music and sound production
- Offices, green rooms, and performer preparation areas
- Storage areas for costumes, props, and scenery
- Changing facilities for performers and technical teams
These facilities will allow cast members and technical staff to rehearse full productions on land before they debut at sea, ensuring performances are fully developed before being presented to passengers.
As the project moves closer to completion, the cruise division has already begun recruiting performers, technicians, and creative specialists who will be based at the new hub. The studio will play an important role in preparing entertainers who will eventually perform aboard ships across the MSC Cruises and Explora Journeys fleets worldwide.
Steve Leatham, Vice President of Entertainment for MSC’s cruise division, said the new center marks a significant step in the company’s entertainment strategy.
He described MSC Creative Studios as a “vibrant hub” where performers, technicians, and creative professionals can collaborate from the earliest stages of production.
“Having a dedicated home for our entertainment development and training is essential as we continue to expand the scale and ambition of our productions,” Leatham said.
He added that the facility will help ensure productions are fully prepared before launching onboard, allowing the company to maintain consistent quality across its ships while supporting long-term innovation in cruise entertainment.
The choice of Edinburgh as the location for the new facility was influenced by the city’s well-known cultural scene. Often regarded as one of the world’s leading arts capitals, Edinburgh hosts major international events such as the Edinburgh Festival Fringe, attracting artists and performers from around the globe.
Leatham said the creative environment of the city is expected to play an important role in inspiring the productions developed at the new studio.
“The location will draw inspiration from the city’s rich artistic energy,” he explained. “We are looking forward to seeing the studio come to life and to sharing the exciting new concepts it will bring to our guests on MSC Cruises and Explora Journeys.”
The launch of MSC Creative Studios comes as the cruise division continues to expand both its fleet and its entertainment programs. As cruise ships grow larger and onboard productions become more complex, many cruise lines are investing in dedicated land-based facilities where shows can be created, tested, and refined before reaching the stage at sea.
Once completed, MSC Creative Studios is expected to become a central part of this strategy. The facility will help develop the next generation of onboard entertainment, supporting new productions and preparing performers for shows that will be presented across the MSC Cruises and Explora Journeys fleets in the years ahead.