East Japan Railway Company (JR East) has introduced the first visuals of its upcoming high-speed E10 Shinkansen, which is set to transform rail travel in the 2030s. The new train, designed by the UK-based consultancy Tangerine, will replace the current E2 and E5 models on the Tohoku route. With the project now entering its design implementation phase, the first E10 trains are expected to begin service in 2030.
A New Chapter in Shinkansen Design
Tangerine has made history as the first non-Japanese design firm chosen to create one of Japan’s iconic bullet trains. The consultancy was tasked with designing both the striking exterior and the sophisticated interior, which includes different classes of travel.
A Design Inspired by Japan’s Beauty
The E10’s design focuses on delivering an experience that is user-focused, aligned with the brand, and suited for modern business needs. Tangerine drew inspiration from Japan’s natural landscapes, seascapes, and urban environments to create a train that promises an exceptional experience for passengers. This new Shinkansen is expected to be a source of national pride and a point of fascination for international visitors.
Exterior Reflects Japan’s Natural Beauty
The train’s exterior livery is designed to reflect the diverse regions the E10 will pass through. The use of a mid-green color palette is meant to evoke the lush forests and coastlines of Japan. The train’s graphic shapes are inspired by the silhouette of Sakura flowers, which are an internationally recognized symbol of Japan.
An Interior Redefined for Comfort
Tangerine’s design philosophy extends to the interior, focusing on hospitality and craftsmanship rooted in Japanese aesthetics. The goal is to create a refined, welcoming space for all passengers. Thoughtful lighting, including indirect wash lights, will create a soft and relaxing atmosphere. Seating and layout variations across all classes will enhance comfort while maintaining operational efficiency. The overall design maintains consistency across all sections, with carefully designed walls and upholstery creating a premium experience for passengers.
A Vision for the Future of Rail Travel
Matt Round, Chief Creative Officer at Tangerine, describes the E10 Shinkansen as a significant milestone in UK-Japan collaboration. “The E10 Shinkansen sets new standards in hospitality-focused design and sustainable travel,” he says. “With its combination of Japanese spirit, innovation, and user-centric design, the E10 is set to redefine high-speed rail for decades to come.”
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