Superyacht interior design from an industrial design perspective is about understanding the needs of the client. Designers must examine the contemporary understanding of the term luxury in the context of interior design from the cultural perspective of the client. Clients want design functionality and usability as well as products that elicit other feelings such as luxury and pleasure. Emotional design involves developing an understanding of user characteristics, expectations, desires and needs, translating them into a sensitive and balanced design solution. This paper presents a design case study, which applied a methodology framework for emotional design to a superyacht interior for a Chinese client. The design study was carried out by a group of Chinese industrial design students in order to elucidate the appropriate cultural perspective on luxury, which was then used to inform the interior design process. This design study was developed as part of EBDIG (European Boat Design Innovation Group) and EU Leonardo funded research project with the objective of developing training material for the European marine industry. The design output presented demonstrates a significant engagement with emotional design supported by the framework, which enabled luxury to be elucidated visually in a cultural context, as a tool to inform the interior design process for a specific persona. The students explained the significance of colour and form, and the rationale for the design detail. This study will help European design consultancies gain a cultural perspective on the idiosyncrasies of luxury in China, which will inform their design practice.