Race you to the “catamaran net.”
The designers behind the world’s newest cruise ship have never been on a cruise. But if this approach seems crazy, well, it’s all strategy. The group, dubbed the “Creative Collective” and led by the likes of Roman and Williams (The Boom Boom Room, Le Coucou, Ace Hotels), Concrete Amsterdam (citizenM hotels, W London), and Tom Dixon’s Design Research Studio (Shoreditch House, Mondrian Hotels), are deep into designing Virgin’s cruise line with the aim of attracting travelers who normally wouldn’t touch the idea of taking a cruise with a ten foot pole. In fact, Rob Wagemans of Concrete Amsterdam joined the project under the condition that he wouldn’t have to go on any existing cruises at all.