MSC Group is expanding its entertainment operations with the creation of a new production hub in Edinburgh. The company’s cruise division has acquired a production studio in the Scottish capital that is currently undergoing renovation and will soon become MSC Creative Studios, a facility designed to develop and prepare entertainment shows for passengers sailing on both MSC Cruises and Explora Journeys.

The new studio is expected to open this summer, with operations planned to begin by July 2026. Once fully operational, it will serve as a central hub for the development of stage productions, allowing creative, technical, and production teams to collaborate in one dedicated location. Shows developed at the facility are expected to debut across the cruise division’s fleet starting with the late 2026 season and beyond.

A hub for developing cruise entertainment

The purpose-built facility will focus on rehearsals, performer training, and the technical preparation required before new productions are launched onboard cruise ships.

MSC Creative Studios will feature an extensive range of facilities designed to support large-scale productions, including:

• A dedicated aerial rehearsal space for acrobatic performances

• 11 dance studios for choreography and rehearsals

• Six vocal studios for singers and vocal coaching

• A technical recording studio for music and sound production

• Offices, green rooms, and performer preparation areas

• Costume, prop, and scenery storage spaces

• Changing facilities for performers and production teams

The studio will allow entertainers and technicians to rehearse complete productions on land before they are introduced to guests at sea, helping ensure performances are fully refined before debuting onboard.

Expanding opportunities for performers

With the project moving toward completion, the cruise division has already begun advertising roles for performers, technicians, and creative professionals who will work at the new hub. The studio will play a key role in preparing entertainers who will eventually perform on MSC Cruises and Explora Journeys ships around the world.

According to Steve Leatham, Vice President of Entertainment for MSC’s cruise division, the facility represents a major step forward in the company’s approach to onboard entertainment.

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 new facility will help ensure shows are fully prepared and launch-ready, maintaining consistent quality across the cruise fleet while supporting the company’s long-term commitment to innovation in onboard entertainment.

Why Edinburgh?

The decision to locate the studio in Edinburgh was also influenced by the city’s strong artistic heritage. Known as one of the world’s leading cultural capitals, the city hosts major arts events such as the Edinburgh Festival Fringe, attracting performers and creatives from around the globe.

Leatham said the creative energy of the city will help inspire the productions developed at the facility.

“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.”

Supporting a growing cruise fleet

The creation of MSC Creative Studios comes as MSC’s cruise division continues to expand its fleet and entertainment offerings. With larger ships and more ambitious onboard productions, cruise lines are increasingly investing in dedicated creative facilities to develop new shows, train performers, and refine stage technology before productions reach guests at sea.

Once completed, MSC Creative Studios is expected to become a key part of that strategy—helping shape the next generation of entertainment experiences for passengers sailing across the MSC Cruises and Explora Journeys fleets.