Celebrity Cruises has been working to position itself as an edgy, even hip, "modern luxury" cruise line. This week, they put that objective in bold print.
The first ship in the line's newest class will debut in 2018 as the Celebrity Edge. The reveal came as construction officially began. A sister ship, set to arrive in 2020, will be named Celebrity Beyond.
The new monikers more or less continue Celebrity Cruises' milieu of naming ships on themes of space or time -- or in the case of Celebrity Silhouette (2011) and Celebrity Reflection (2012), the play of light in space.
Also like previous models, officials say we can expect the French-built, 2,900-passenger ships to be trailblazers.
"The new ships will be on the cutting edge of innovation and the leading edge of design, so the ship names are spot on and offer a sense of how Celebrity Cruises is looking into the future," said Richard Fain, chairman and CEO of parent company Royal Caribbean Cruises, Ltd.
Celebrity has become known in recent years as a risk taker. Its recently added avant-garde entertainment includes slightly naughty adult-focused shows; innovative food and drink options include "Top Chef"-esque culinary contests; and design has been a major focus, too -- with modern art, cushy contemporary spaces, and striking multi-story main dining rooms.
What's not yet being detailed is exactly how Celebrity Cruises plans for its next releases to continue to push the envelope -- to the edge and beyond.