Richard Branson’s new Virgin Voyages cruise brand has officially launched construction of its new ships.

Virgin Voyages President and CEO Tom McAlpin joined shipbuilder Fincantieri team members for a ceremony this week to cut the first piece of steel for the construction of Virgin’s three mid-sized ships.

“Today is the moment when our intrepid, romantic and irresistible vision for Virgin Voyages starts to become tangible,” McAlpin said. “I’ve been inspired by the passion from all those involved, it’s so exciting as we continue to work together to bring true sea change to the cruise industry.”

Virgin Voyages also announced the formation of what it’s calling the cruise industry’s first “creative collective,” which will include a world-renowned group of designers and architects who will be responsible for different aspects of the ship’s public and private sailor spaces.

The group will include members from firms including Roman and Williams, GEM SRL, Knibb, Pearson Lloyd and others.

“The design collective includes some of the world’s most stylish firms who are creators of design trends, not followers,” McAlpin said . Together they are imagining a vessel unlike anything sailors have experienced before that will be a complete departure from the ordinary. With this group, we have a depth in creativity that brings a different perspective to space design at sea that will change cruising for good. Irresistible style will finally find its sea legs.”

Virgin Voyages’ first ship will arrive in PortMiami in 2020 with 2,700 guests and 1,150 crew members, focusing on Caribbean itineraries.