UK Consultancy firm Tangerine has designed a new high-speed Shinkansen train for the East Japan Railway Company.

The new train, called the E10 Shinkansen, will revolutionise high-speed rail travel in Japan for the 2030s, and will replace the existing E2 and E5 trains on the Tohoku route.

The project will now progress to the design implementation phase, and the first trains are scheduled to enter service in 2030.

This is the first time that a non-Japanese company has been commissioned to design one of Japan’s iconic bullet trains.

Tangerine has designed both the train’s striking exterior livery and the sophisticated interior of the different passenger classes.

Tangerine’s design for the E10 Shinkansen is rooted in Japanese aesthetics and based on creating a train that is user-centred, brand-aligned, and business-focused.

The design has been inspired by Japan’s landscapes, seascapes, and cityscapes, which the East Japan Railway Company hopes will be a source of national pride and a point of intrigue for overseas visitors.

The exterior livery pays homage to the different regions through which the train will travel.

A mid-green colour palette reflects the lush mountain forests and coastlines along the route, while the graphics are inspired by a silhouette of Japan’s iconic symbol of Sakura flowers.

Internally, the design focuses on the Japanese tradition of hospitality, and has been inspired by the country’s aesthetic traditions and craftsmanship.

The result is a refined and inviting environment, with careful consideration given to the interior lighting with indirect wash lights to create a soft, calming ambience. All classes feature variations in seating and layout, and provide operational efficiency for the railway company.

East Japan Railway Company is the largest of seven companies that comprise the Japan Railways Group. Consultancy company Tangerine has studios in London and Seoul and has 30-years experience working with brands such as Apple, JAL, Nikon, LG, and Toyota.

Another company with connections to building trains for both Britain and Japan is Hitachi.

Its factory at Newton Aycliffe in County Durham is building a range of IET trains for UK operators, and a world-wide division of the company is building trains for Japan, including a new fleet of trains for service between Tokyo, Nikko and Kinugawa in Japan and new high-speed trains for Taiwan.

“The E10 Shinkansen represents a milestone in UK-Japan collaboration within the rail sector, setting new benchmarks for hospitality-focused design and sustainable travel. 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.”

Matt Round, Chief Creative Officer at Tangerine