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Virgin Voyages Cruise Experience One Art Installation at a Time the New and Unique Approach Takes Life at Sea to a New Era

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Virgin Voyages Cruise Experience One Art Installation at a Time the New and Unique Approach Takes Life at Sea to a New Era Westerdoksdijk 475 1013 BX Amsterdam The Netherlands [email protected] theinvisibleparty.com +31(0)206810750 DUTCH DESIGN STUDIO THE INVISIBLE PARTY REIMAGINES THE VIRGIN VOYAGES CRUISE EXPERIENCE ONE ART INSTALLATION AT A TIME THE NEW AND UNIQUE APPROACH TAKES LIFE AT SEA TO A NEW ERA With Richard Branson at the helm, Virgin Voyages is redefning exactly what a “cruise ship” is. Te new cruise line reached out to Amsterdam design studio Te Invisible Party to create the on-board art program for Te Scarlet Lady, its frst ocean liner. Te goal? Create a unique experience for guests that appeals to a younger, discerning target market. While COVID-19 has kept the ship in port for the time being, the (visual) story is already changed the industry before its frst bon voyage. A new on-board experience Design and art have played a central role from the outset of Te Scarlet Lady’s construction process. Virgin Voyages was conceived to appeal to sailors who are young at heart and seek a contemporary and lifestyle experience at sea, so it was clear, from day one that the ship would follow in the footsteps of its Virgin predecessors and break from tradition. One facet of that was the onboarding of Te Invisible Party to create an art element unlike anything seen on traditional cruise ships. Working with various artists, the design studio has developed an industry-leading approach to joining holiday with art, all with the ocean as the stunning backdrop. Tie it all together Working alongside Virgin Voyages' SVP of Design Dee Cooper and its creative collective, Te Invisible Party contributed to the vision and expansion of Scarlet Lady's story. Te design studio developed a series of distinct, compelling art installations throughout the ship. “We created an art program that acts as a thread running through the various interiors and the programming on-board. It forms a storyline that embodies the brand and its life at sea while articulating the guest’s unique experience on-board.” says Vivian van Schagen, founder and creative director of Te Invisible Party. Page 111 of Westerdoksdijk 475 1013 BX Amsterdam The Netherlands [email protected] theinvisibleparty.com +31(0)206810750 Artist collaborations For the project, the design studio curated and commissioned work from several internationally recognised and upcoming artists. Each artist brought an element of the ship’s story and character to life through their personal practice. Te work on display ranges from light installations to sculpture, live art to photography. “We asked seven artists, who we believe ft the Virgin Voyages brand vision, to create work that helps to tell Te Scarlet Lady’s story. Because they all have their own style, we were able to design installations that suit every mood, experience, and space. We guided the artists and acted as a bridge between them and Virgin Voyages," Vivian continues. Among others, the design studio chose Mandy Barker, a British award-winning photographer who designed a photo composition of plastic objects collected along the British coast. Innovative approach Te Invisible Party tapped into its own in-house artistry and designed a number of art installations itself, such as tapestries, murals and chandeliers. “One of the tapestries on display was made by combining macrame with nautical knots. All the rope used had to be certifed by the International Maritime Organisation (IMO) like everything onboard. Tis meant we had to source specially certifed yarn to create custom rope for the piece. Like all great innovations, the piece was challenging and complicated but so very worth it. We are extremely proud of the result.” says Vivian. Sustainability was a primary focus throughout the concepting and building of the ship, and this can be seen clearly in the choice of materials. Te unconventional character of the ship resulting from this effort gives sea travel a responsible and, above all, artistic twist. Te Scarlet Lady encourages her guests to delve a little deeper into the story behind a work of art or artist, making sure to enjoy the view along the way. Page 211 of Westerdoksdijk 475 1013 BX Amsterdam The Netherlands [email protected] theinvisibleparty.com +31(0)206810750 Participating artists: Te following artists participated in the art program of Virgin Voyages’ Scarlet Lady: • Adele Renault – live art • Alexis Diaz – live art • Elise - sculpture • Jan Melka - graphic layer + live art • Mandy Barker – graphic layer • MentalKLINIK - sculpture • Niels Shoe Meulman – live art • Te Invisible Party – various + curation Te Invisible Party Te Dutch design studio Te Invisible Party - led by its founder and creative director Vivian van Schagen and managing partner Servaas Vehmeijer - offers a unique service to big names. Tey also know how to create powerful brand and product identities that appeal to the increasingly discerning consumer. So, contrary to what the name suggests, the studio's work is anything but invisible. During each project - small or big - the team takes a deep dive into the concept's essence and brings every detail to live. Terefore, every piece of a design has more layers than can be seen at frst glance and quickly succeeds in arousing smiles and amazement. Te Invisible Party previously worked with Patagonia, W Hotel and Te Student Hotel. Virgin Voyages Virgin Voyages is a new lifestyle travel brand focused on delivering irresistible cruise vacations. Te brand currently has four ships on order with master shipbuilder Fincantieri and has operations in the US, UK and across Europe. Virgin Voyages’ frst ship, Scarlet Lady was designed to refect a yacht’s sleek luxury, offering the intimate, elevated experience of a boutique hotel at sea. Featuring spaces designed by some of the top names in contemporary interiors, Scarlet Lady is Adult-by-Design and a sanctuary at sea for the 18+ traveler. A dose of Vitamin Sea will be naturally intertwined across the entire ship, with well-being, relaxation and rejuvenation at the forefront. Scarlet Lady will also feature alluring entertainment and 20+ world-class intimate eateries on board. With a modern twist on luxury, coupled with discerning design, Virgin Voyages offers incredible value for its sailors, including unlimited access to all restaurants and eateries, group ftness classes, free WiFi and tips covered in the voyage fare. Page 311 of Westerdoksdijk 475 1013 BX Amsterdam The Netherlands [email protected] theinvisibleparty.com +31(0)206810750 1. Page 411 of Westerdoksdijk 475 1013 BX Amsterdam The Netherlands [email protected] theinvisibleparty.com +31(0)206810750 2. 3. Page 511 of Westerdoksdijk 475 1013 BX Amsterdam The Netherlands [email protected] theinvisibleparty.com +31(0)206810750 4. 5. Page 611 of Westerdoksdijk 475 1013 BX Amsterdam The Netherlands [email protected] theinvisibleparty.com +31(0)206810750 6. 8. 7. 9. Page 711 of Westerdoksdijk 475 1013 BX Amsterdam The Netherlands [email protected] theinvisibleparty.com +31(0)206810750 10. 11. 12. Page 811 of Westerdoksdijk 475 1013 BX Amsterdam The Netherlands [email protected] theinvisibleparty.com +31(0)206810750 13. 14. 15. Page 911 of Westerdoksdijk 475 1013 BX Amsterdam The Netherlands [email protected] theinvisibleparty.com +31(0)206810750 16. 17. 18. Page 1011 of Westerdoksdijk 475 1013 BX Amsterdam The Netherlands [email protected] theinvisibleparty.com +31(0)206810750 PHOTOGRAPHS For high resolution images visit the online press room here 1, 3, 5, 6, 15 - 18 @Virgin Voyages 2, 7 - 12 @Niels van Veen 4, 13, 14 @Te Invisible Party PROJECT DETAILS Location 1000 S. Pine Island Road, Suite 600, Plantation, Florida 33324 Assignment Art programming Client Virgin Voyages For queries regarding this press release, please contact: Typhoon, Mirjana Babic [email protected] Tel.: 020- 7521 751 or Servaas Vehmeijer [email protected] Page 1111 of .
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