Architect Giacomo Erasmo Mortola establishes in 1985 his own firm, GEM – Design for Cruise Ships, at that time Sitmar had appointed him as head architect for the two new super liners to be built in Fincantieri Monfalcone shipyard. The role was maintained when Sitmar merged with Princess Cruises and after the delivery of the two ships (Crown Princess and Regal Princess) GEM was engaged by Princess Cruises for architectural consultancies and consequently responsible for the refurbishment of several ships. In 1993 the Sun Princess project starts and GEM is responsible for planning the dining rooms, theatre, cocktail bar, disco,and crew areas. For this, and her other three sister ships, GEM was appointed head architect. The following year GEM is again elected head architect and concept designer of the first mega ship of the world, the Grand Princess and all of the sister ships, including the two panamax ships built in Sain Nazaire Coral and Island Princess. In 2006 GEM was appointed head architect and designer of Queen Victoria (Cunard) and Ventura (P&O) and theirs sister ships Queen Elizabeth and Azura. In the same year Silversea engaged GEM for the design of the luxury cruise ship Silver Spirit, which was successfully delivered in 2009. In May 2013 GEM accomplished one of his major milestones, with the launch of the largest cruise ship ever built in the Country, the Royal Princess. GEM was again coordinating architect and designed various areas of the ship such as restaurants, theatres, offices and lounges. Currently the architect and his firm are involved on the design of the Regal Princess (due for delivery towards the middle of 2014) and consulting assistance in the pre-contractual phase for a new luxury vessel for 600 passengers. This remarkable activity has been combined with teaching positions at universities for post-graduate courses at the Università degli Studi di Genova and IUAV in Venice.