Virgin founder Richard Branson’s latest venture is aiming to bring younger customers back to the cruise vacation industry. Dubbed “Scarlet Lady,” the new cruise line, which launched Friday, features modern designs and an adults-only guest policy, hoping to set it apart from the rest of the industry.

“The Scarlet Lady is truly special and we've worked with some of the world's most sought-after designers, artists and architects to craft an extraordinary experience,” Branson said at a media event for the new venture. “I have dreamed of starting my own cruise line since I was in my 20s and I'm thrilled that moment has arrived.”

Cabins on the Scarlet Lady start at $1,600 for three-or-four day trips. On the higher end, the ship boasts 78 “RockStar” luxury suites and 15 “Mega RockStar” ones. These high-end cabins will cost passengers a healthy $19,000. The ship will boast a total of 1,330 cabins.

In its pursuit of younger travelers, Branson’s vessel will also feature a number of attractions targeting more hip tastes. These include a bar called “Razzle Dazzle,” a Korean restaurant known as “Geonbae,” and “Squid Ink,” a tattoo and piercing parlor. The ship also a dark hallway lined with mirrors and white lights aimed at travelers looking for the best fodder for their Instagram accounts. Hot musical acts like Diplo and Mark Ronson are planned to perform on future trips.

The Scarlet Lady is currently docked at England’s Port of Dover and is planned to make its maiden voyage in April. The 2,770-person vessel will cross the Atlantic Ocean from Liverpool to Miami, making a brief stop-off in New York City. After reaching its destination, it will make another voyage into the Caribbean.

Future destinations will include the Bahamas, the Dominican Republic, Key West and Mexico.

Sir Richard Branson receives his Star
Sir Richard Branson attends his being honored with a Star on the Hollywood Walk in 2018. David Livingston/Getty Images
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