CECOCECO’s ArtMorph Enhances Immersive Illusion Experience in Princess Cruises’ Spellbound Venue
On board the Star Princess, a compact corridor hides one of the most surprising illusions inside the Spellbound venue. What looks like a simple brick wall at first glance becomes something entirely different once guests move through the space.
This wall became the starting point of ArtMorph’s first-ever application on a cruise ship.
Design Challenge: A Compact Backstage Corridor
Spellbound forms part of Princess Cruises’ “Extraordinary Experiences,” reinterpreting the atmosphere of the original Magic Castle in Hollywood. The venue draws from early-20th-century theatrical settings, with character-driven spaces, crafted cocktails, and a sequence of illusions designed to guide guests from one moment to the next.
One of the illusion highlights takes place in the backstage corridor leading into the Peacock Theater, where the design team envisioned a brick wall capable of producing animated shadows.
“We evaluated several possibilities,” said Brian Paiva, CEO and Creative Director of Octopus Design Studio LLC. “But the space was compact, guests would be walking right in front of the effect, and the design team needed the brick wall to look authentic even when unlit. Projection simply wasn’t possible.”
Choosing a Technology That Blends Into the Architecture
While continued exploring solutions, Brian turned to ArtMorph. “The first time I saw a mention of ArtMorph online, I was intrigued,” he said. “ArtMorph offered a slim, textured panel that becomes part of the architecture while delivering the visual illusion we needed.”
He noted that ArtMorph depth made it practical for the tight corridor, and unlike front projection, it could operate without being affected by ambient light or by guests walking through the space.
Integrating the Illusion Into the Space
As part of the illusion design, the ArtMorph wall was installed in the backstage area. The installation covers a total surface area of approximately 9.6 square meters, achieved using a combination of ArtMorph Grande and ArtMorph Grande Mini panels. The illusion in this space is one of the most important effects within Spellbound, and the wall where guests queue to enter the Peacock Theater plays a key role in bookending the experience. To support the illusion, venue designer HiddenLemons selected a brick texture that matched the overall atmosphere of the venue.
CECOCECO worked closely with the design team to refine the brick texture. “Our goal was to maintain the realism of the surface while ensuring it could support the visual requirements of the illusion,” said Henry, Product Director at CECOCECO. With the combination of the panel structure and the realistic texture, ArtMorph enabled the illusion to perform reliably within the confined backstage area, avoiding issues commonly associated with projection. When unlit, the surface continued to present as architectural brickwork, consistent with the surrounding design.
“Even during installation, the wall created a few funny moments,” Brian recalled. “Because it wasn’t running content yet, it looked exactly like a freshly built brick surface—so much so that crew members kept propping ladders and boxes against it.” He added that it took playing the video content for everyone onsite to believe it was an LED wall. “Once illuminated, the effect was far more impressive in person than on video. The tight tolerances, surface detail and the way the technology remained visually invisible.”
Guest Experience and Final Outcome
Today, the ArtMorph wall aboard the Star Princess became a notable feature within the Spellbound experience. Guests notice hints of movement from across the venue and are amazed when the full effect unfolds. The combination of texture, light, and shadow transforms a simple wall into a storytelling canvas.
Brian believes technologies like ArtMorph will play an important role in future entertainment design. “People want immersive environments. They want experiences. The hardest part is hiding the technology behind those experiences. ArtMorph solves that challenge beautifully — it conceals itself. That’s a game changer.”
