Richard Branson's Virgin Atlantic wants its customers to be able to share a drink with its fearless leader, at least until he melts.
The airline this month is planning to serve ice cubes shaped like Branson's head to customers in its Upper Class cabins.
Virgin sees its "Little Richard" ice cubes as a way for passengers to "enjoy some chill out time" with Branson at the airline's swanky new bars.
Virgin's bars are the longest onboard any airline in the world. They come complete with mood-lighting, lots of Swarovski bling and, at least for now, "Little Richards" to stare back at passengers from their gin and tonics.
It took a team of four designers using photographs and laser scanners six weeks to create the ice cubes, which exactly match the measurements of Branson's head. USA TODAY called the ice cubes likeness to the face of the Virgin brand "uncanny," and pointed out that designers have done a great job mimicking Branson's long locks, goatee and grin.
“While Richard would love to be able to sit and enjoy a drink with all of our passengers, his schedule means that it simply isn’t possible," Virgin Atlantic CEO Steve Ridgway said. "Now he is able to join our guests ‘in spirit.’"
That's at least until he melts or the airline runs out of "Little Richards."