Richard Branson appears on ice

To celebrate the launch last month of Virgin Atlantic’s newly redesigned upper-class section, the British-based airline is giving passengers some extended face time with Richard Branson, the carrier’s billionaire founder.

Upper-class passengers can order drinks chilled by ice cubes shaped to look like Branson’s head and face. Four designers hired by the airline spent six weeks creating the mold for the Branson cubes.

Branson founded the Virgin Group, a conglomerate that owns interests in Virgin Atlantic and San Francisco-based Virgin America airlines, among other businesses. In the past, Branson has personally appeared for many launches of new markets served by the airlines.

For the Virgin Atlantic redesign, Branson instead appeared in the shape of an ice cube.

“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, said Steve Ridgway, chief executive of Virgin Atlantic. “Now he is able to join our guests in spirit.”

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