Cannes Lions

Rebranding of Sotetsu

GOOD DESIGN COMPANY, Tokyo / SOTETSU HOLDINGS, INC. / 2018

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Overview

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Credits

Overview

Description

The train cars which were entirely redesigned for this project are especially well received by both the media and passengers.

Following the debut of the 9000 Series in 2016, designed the new car of the 20000 Series in 2018/02.

The navy blue trains are expressions of the port town of Yokohama, and the design achieves elegance and sophistication in addition to designing for safety and security for the commuters.

We installed adjustable LED lights, which is a first for a major private railway.

Quality and comfort are reflected in each and every detail of our design, including the chic warm gray interior, wide and open layout, easy-to-grab handles that are convenient especially during rush hours, comfortable seats made of durable fabric that masks wear.

The train exterior is meticulously designed, not only for the color but also for its form and structure.

Execution

To design a comfortable, high-quality train for the passengers, we aimed to improve the interior design while also making sure it accommodates a great number of passengers as a commuter line. We first installed adjustable lighting after experimenting for best visibility and appropriate color temperatures: in the morning the light is bright white; at night the light changes to a relaxing warm hue for the return home.

We studied the handle design to finally arrive at an oval shape with rounded triangular cross-section which is easy to grab from every direction.

The seats are designed so that one can sit comfortably without being bothered by the movements of another passenger; Scottish leather box seats also enhance the elegance of the space.

The train exterior features a special reflective mica coating to enhance visibility, and we tested various navy tones on an actual out-of-service train to arrive at the final color.

Outcome

Since the official announcement, Sotetsu’s redesigned train cars have created a buzz in the media and on social networking platforms. This project has succeeded in raising the value of the Sotetsu Line; and its new stations, advertisements and uniforms have received high praise not only from the rail industry and media, but also from the passengers themselves. Our work has been featured by almost 60 television channels and newspapers, and has become a talking point among railway enthusiasts and other passengers who are excited to see Sotetsu’s new train cars. We will continue in our efforts to renew Sotetsu’s brand image, and establish their railway line as an ideal location for people to visit, live, and work.

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2021, SOTETSU HOLDINGS, INC.

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