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Prime announced a new concept in Monaco that it calls the first “genuine semi-custom experience.” The Fort Lauderdale–based firm essentially gathered a group of world-class companies to design and build its Prime megayachts with one dedicated hull platform, but with the superstructure design most favored by the client. For its platform, Azure Yacht Design designed a 164-foot aluminum running surface with a minimal draft. It’s designed to be lightweight and seaworthy. Prime commissioned world-class designers to come up with very different superstructures and interiors. The designs from London-based Reymond Langton, Miami’s Luiz de Basto Designs, and Azure in Amsterdam are, not surprisingly, remarkably different from each other.

That, of course, is the point. “This revolutionary concept gives clients the freedom to create a megayacht that reflects their own personal style,” said Luiz de Basto. “Whether it has an angular plumb bow or sleek modern lines, each yacht will be unique. The fact that we have a set platform to build from is not a limitation, but a source of creativity.”

Clients can work with the designers on specific features to customize their Prime yachts. Prime has also signed an agreement with Bloemsma Yachts in Holland to build the yachts. The fact that Prime has lined up name-brand designers and a Dutch shipyard makes this program different from the typical semi-custom shipyards that often have their designs set in stone. Beyond the freedom of design, clients also benefit from being able to build their yachts in about half the time as a custom build, with an established Dutch yard. (


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