UK-based design consultancy, Tangerine, has revealed the first images of the new high-speed E10 Shinkansen train, which it has designed for the East Japan Railway Company (JR East). The E10 Shinkansen will redefine Japan’s high-speed rail travel for the 2030s, replacing its existing E2 and E5 trains on the Tohoku route. The project is now moving into the design implementation phase, with the first trains expected to enter service in 2030.
Tangerine was selected as the first non-Japanese design partner to be entrusted with designing one of Japan’s iconic bullet trains. The consultancy was commissioned to create both the train’s exterior livery and its interior, which spans distinct passenger classes.
Inspired by Japanese aesthetics
Tangerine says the design of the E10 Shinkansen revolved around creating an experience that is user-centred, brand-aligned, and business-focused. Drawing inspiration from Japan’s landscapes, seascapes, and cityscapes, the studio has crafted a train design with an exceptional passenger experience across all classes that will appeal to Japanese travellers and tourists alike.
A livery that complements its routes
The exterior livery of the E10 Shinkansen has been designed to work with the diverse regions the train traverses, with a mid-green colour palette reflecting the lush mountain forests and coastlines along the route. The graphic shapes are inspired by the silhouette of Sakura flowers, which are an iconic symbol of Japan, both domestically and internationally.
A reimagined interior
Tangerine’s design philosophy for the E10 has been focused on hospitality inspired by Japanese aesthetic traditions and craftsmanship, to create a refined and inviting environment. Indirect wash lights in the interior are used to create a soft, calming ambience.
The seating and layout variations across all classes elevate comfort for a diverse range of passengers while ensuring operational efficiency for JR East. A consistent design was established across all classes, with graduated wall and seat upholstery creating an impactful, premium aesthetic and an enhanced onboard experience.
You can view a flythrough of the design HERE.
“The E10 Shinkansen represents a milestone in UK-Japan collaboration within the rail sector, setting new benchmarks for hospitality-focused design and sustainable travel,” said Matt Round, chief creative officer at Tangerine.
“With its blend of Japanese spirit, innovation, and user-centric design, the E10 Shinkansen is poised to redefine high-speed rail travel for decades to come,” he added.
