East Japan Railway Company (JR East) has revealed the first images and animation of its new high-speed E10 Shinkansen train, designed by UK-based design consultancy Tangerine.
JR East says the E10 Shinkansen will “redefine high-speed rail travel”, replacing existing trains E2 and E5 on the Tohoku route in northeastern Japan.
The project now moves into the design implementation phase, with the first trains expected to enter service in 2030.
Tangerine is the first non-Japanese design partner to design one of Japan’s iconic bullet trains.
The consultancy was commissioned to craft both the train’s exterior livery and its interior, which spans distinct passenger classes.
Drawing inspiration from Japan’s landscapes, seascapes, and cityscapes, the E10 has a mid-green colour palette reflecting the mountain forests and coastlines along the route.
Graphic shapes are inspired by the silhouette of Sakura flowers—an iconic symbol of Japan.
Tangerine Chief Creative Officer Matt Round says, “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.”
For more information, visit Tangerine and East Japan Railway Company.
