Virgin Voyages recently unveiled the first interior and exterior designs of its maiden cruise liner, which is due to launch in 2020.

The work, as part of the Virgin Voyages Creative Collective and the modern romance of sailing concept, includes designs from a range of firms – such as Roman and Williams in New York, and Concrete Amsterdam – all of whom have never designed for the cruise industry before now.

British designer Tom Dixon is the brains behind the ship’s Mexican restaurant and Richard’s Rooftop – a private lounge. “It seems risky to use designers who have never been on a cruise before, but it makes complete sense,” said Dixon. “The obvious thing to do would be to go to experts in cruise design, I like that Virgin didn’t do that.”

This view was backed by Virgin boss Richard Branson, who added that the company “wanted to challenge the way a holiday at sea looked and felt… it carries on a long-held tradition we have at Virgin of going into new industries with a fresh pair of eyes”.

Branson added: “We sought to work with designers who had done brilliant things in land-based spaces that we loved.”

Rob Wagemans, of Concrete Amsterdam, who have designed the Athletic Club – an outdoor lounge that celebrates traditional nautical elements and relaxation and adult play – said: “This ship should let you live the lifestyle that you want while you’re on it, not one which has been dictated to you by a brand.”

Virgin Voyages currently has three ships on order due for delivery in 2020, 2021 and 2022.