UK. Virgin Voyages has launched Scarlet Lady, its first cruise ship, which the company said aims to “redefine the travel industry by bringing the luxe experience of a boutique hotel to the sea”. Scarlet Lady has travelled from Dover to Liverpool before sailing to the US for her maiden voyage around the Caribbean in April.
In partnership with Harding Retail, Virgin Voyages has developed a varied, eclectic retail offer across around 6,000sq ft of space. The partners have introduced an array of first-to-travel retail and first-to-cruise brands, details of which we will reveal shortly – and which will form a core element in the first edition of a major new eZine series, coming soon. The Moodie Davitt Report visited the ship on Friday and will bring you more details soon.
Adult-by-design, the ship welcomes travellers aged over 18 to a groundbreaking cruise environment created by designers such as Roman and Williams and Tom Dixon.
The ship carries a strong focus on wellbeing onboard, with ‘Vitamin Sea’ offerings such as B-Complex gym programmes, as well as The Perch, designed for outdoor yoga. The retail offer also features many wellness brands.
With a focus on experiential dining, Scarlet Lady gives sailors the option to choose from 20+ eateries, including vegetarian-forward cuisine (Razzle Dazzle), experiential creations (Test Kitchen) and concepts by well-known chefs like Michelin-starred Brad Farmerie (of Public in New York) and Sohui Kim (of Insa in Brooklyn).
Sustainability is a core element of the ship’s design and onboard offer (including in the stores). Virgin Voyages is one of the first cruise lines to use Climeon, a technology that uses heat generated from the ship’s engines to generate electricity, thereby decreasing the demand for fuel.
The company said: “While the industry continues to improve on the journey for readily available and commercially-viable solutions, purchasing high-quality carbon offsets allows us to take immediate action, while also supporting a long-term strategy that secures a net-zero future for the cruise industry.”
Entertainment and shows onboard feature gigs, DJ sets and drag artists. At the Bahamian private island Bimini Beach Club, appearances will be made by DJ talent such as Mark Ronson, Diplo, MK and Sofi Tukker.
Virgin Group Founder Richard Branson said: “I have dreamed of starting my own cruise line since I was in my 20s and I’m thrilled that moment has arrived. We’ve worked with some of the world’s most sought-after designers, artists and architects to craft an extraordinary experience. The benefit of our five decades in business in so many industries is that we can offer a voyage like no other.”
Scarlet Lady is the first ‘Lady ship’ of four in Virgin Voyages’ new luxury fleet, with Harding Retail securing contracts for each. Sister liner Valiant Lady, which features seven-night Mediterranean itineraries out of Barcelona, debuts in May 2021.