A feature article in the September 13 issue of Design Week highlights the way Virgin Trains is using design to redefine the whole experience of UK train travel, by commissioning a fleet of new trains designed completely from scratch.

 

The consortium of agencies involved in the project exploited core Virgin values to come up with a truly radical solution. These ideas were captured in a book of visions called the Virgin Red Book which was put together for Virgin by Start Design. Start Design also created the graphics and livery for the new train, which is set to transform the way rail passengers in the UK look at train travel.

 

The article quotes Richard Branson as saying: 'We needed to find a design team to create wonderful new trains that not only ran smoothly, but were a joy to travel on.' The end result is a train that marks the change from engineering delivery to brand experience; a train that embodies Virgin's values, emotions and level of service.