MTR X
MTR
MTR X – designed by Lundbergdesign. A unique design journey from start to goal set out to disrupt the competion. The new train operator, MTR Express, started to operate the Swedish main train route Stockholm – Gothenburg in the beginning of March 2015. It only took less than three months for the new red MTR Express train to reach over 93% customer satisfaction in the customer surveys. Our goal with the project was to create a seamless travelling experience – from the first booking of the journey to the final arrival at the destination. The project started two years earlier with a white sketch paper that we needed to fill with an extensive and demanding design scoop, creating the new MTR Express brand including service, graphic, interior and industrial design – all ready for introduction on the market in March 2015. Parallel to the design project LundbergDesign was also involved in creating the new web based booking system – the first touchpoint between MTR Express and the customer. The idea was to harmonize the booking system with the actual planning and design of the train. Simplicity and reliability are key words for the seamless design of the whole system.
The red exterior with its dark grey and silver flow design gives the train a unique and strong visual identity, not to be mixed with other brands on the Scandinavian market. The exterior flow design is inspired by the natural flow of the smoke that is used when doing the wind tunnel testing of the train. The graphics language is based on a carefully selected typeface with a visually clear design providing the MTR Express brand with a unique and strong identity. Impressive on the outside and even more so on the inside. The elegance of the entrance and vestibule is the first indicator of what awaits within. The interior of the MTR Express has been designed to meet the highest demands in terms of spaciousness, design and style. The Passengers who occupy the luxurious seats enjoy a generous amount of space and comfort. The seats are made of high-quality fabric and leather and perfectly match the interior. The interior treats all passengers to stylish selected products, materials, lovingly crafted with plenty of attention to detail. A close collaboration with Ateljé Lyktan, Breitling and Nespresso ensures a supreme level of travelling pleasure.
