Virgin Trains Azuma
New trains, new look, new future
With the arrival of Virgin on the East Coast Main Line, the development of brand new Hitachi 'IEP' rolling stock became the focus. How to sell an 'off-the-shelf' high speed train in a styled, Virgin way? Well of course, I was giving the enviable task.
Japanese inspired, Virgin style
By using the Japanese bullet-train roots of the Hitachi trains, I developed a distinct 'flowing silk' motif which combined a dynamic Virgin look (inspired by Virgin Atlantic's tailfins) with elements of Japanese culture, heritage and style.
What's in a name? A lot, it turns out.
As Virgin does, the brand wanted to give the trains a distinct, unique name to sit alongside the 'Pendolino' and 'Voyager' name of sister company Virgin Trains West Coast. My in-depth research into Japanese culture led me to pitch that it should be a Japanese name, to keep the 'theme' of the trains alive into service. I helped to develop the chosen name 'Azuma' which is an old Japanese term meaning 'east' - perfect for new trains on the East Coast Main Line.
Moving to the interior, I chose to work with DCA (the train's original interior designers) to help create a rich, red Virgin look, inspired by the current Mk4 and Mk3 rolling stock, but taking the design direction in an exciting, new, Japanese-inspired way. With silk-like effects flowing across the Standard seats and dark, quilted leather on First Class, it had all the elements of a luxurious, truly Virgin experience.
When launched to an eager public, the train's style and name were a hit - and Virgin were delighted by this bold new choice for their rail future. As it turned out, Virgin ended up leaving the East Coast Main Line, and the service passed back to the British Government who renamed it 'LNER' (London North Eastern Railway) - however the name (and interior, and 'flowing' elements of the livery) still live on, and Azuma's are expected into service in 2019.
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