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New french tramways
as objects of design
and territorial marketing
Slide 1
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Slide 2
Introduction
• A tramway is first of all a mean of transport. But at the same
time it is able to reflect the soul of the city : culture, history and
ambitions
• Pink colored or flowery , champagne glass headshaped or boat
headshaped… tramways are more and more visible in the
streets of France.
• They became design objects. They are tools for territorial
marketing and represent the towns image in the european
urban competition
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Slide 3
• Apart from 3 towns (Saint-Etienne, Lille and Marseille),
french towns got rid of their tramways in the 30s’ and 70s’
• This mean french cities have to « re-invent » the tramway.
Strasbourg was the 1st city to do it un 1994 with a design
tram
• Other european countries (Belgium, Germany…) kept their
tram. They kept working with « traditional tramways »
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STRASBOURG
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Slide 5
This particular attention on design, with urban
renewal of the cities, lead to a « école
française du tram »
This way of building tram is now used worldwide: Rabat, Alger,
Tunis for instance
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Blackpool
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emblematic French examples
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Slide 8
Tours
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Slide 9
Tours
3 design projects were in competition. The choice was made by the
citizens and the local council after a local consultation.
The office who won the competition (design office CP ) had the idea that
the future tramway of Tours had to become the 4th landscape of the
town. The other landscape being the center, The river Loire and the city
gardens.
• The outside of the tram is like a mirror and reflect thus the city
The wireless ground-level power-supply system which will be in service
on the tramway reinforce the beauty of the rolling stock . A lot of cities in
France has adopted this technology in order to preserve historical
heritage (Angers, Bordeaux, Orleans and Reims.)
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Marseille
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Slide 11
The tramway of Marseille was designed according to an
artistic and symbolic view of the city.
It has a nautic style inside and outside to remind the coastal
city of Marseille
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Le Mans
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Angers
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Bordeaux
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Nice
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Toulouse
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Toulouse
In keeping with the Toulouse’s reputation as a world leader
in technology, the insides and outsides of Toulouse’s trams
were designed jointly by specialists from Alstom and from
Airbus, thus combining modern design and mobility on
land as in the skies.
The tramway has a aerodynamic shape. It is meant to
underline the link between Toulouse and the aeronautics
industry
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Slide 18
Perfume, haute couture, champagne… New tramways are
designed after luxury industry
For instance ,in Orléans, the ouside and inside design of
the future B line was made by Olivier Echaudemaison,
directeur artistique de Guerlain (The area of Orleans is
called the cosmetic Valley, because of the several firms of
perfume located in the area)
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Orléans
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Slide 20
Reims
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REIMS
Slide 21
Sparkling design for the future tram of Reims
• This first pink-coloured tramset embodied the aesthetic choice of the
city of Reims.
• Teams from Alstom Transport’s Design & Styling department and the
MBD Design agency collaborated on the colour approach designed by
Rudy Bauer, approved by the people of Reims and chosen for the
city’s visual identity project.
• Each of the 18 cars will sport one of the eight hues selected by Reims
Métropole: yellow, orange, red, purple, pink, blue, turquoise and green.
• The colour scheme is repeated in the interior fittings. Another
distinctive feature of the Reims tram design is a front side that evokes
a champagne flute.
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Slide 22
Montpellier
ligne 1
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Montpellier
ligne 2
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Montpellier ligne 3
design Christian Lacroix
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Slide 26
Montpellier
The famous designers Garouste and Bonetti decorated the
trams that run on the 19 km of lines with designs that reflect the
vitality and ebullience of the Hérault’s largest city :
a motif of swallows for the 130 000 passengers who travel daily
on line1, and of flowers for the 40 000 users of line 2.
For the future line 3, the outside aspect of the tram has been
designed by the tailor Christian Lacroix . The design evokes the
univers of the mediterranean sea and the colour of south of
France
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Benefits of this design approach
• Good territorial attractivity for the city
• Show its dynamism
• Urge people to use transports
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Disavantages
• It must be a real choice of the administration because it is
more expensive than standard version (chairs, paints…)
• Difficult to sell it afterwards
• Problem in terms of exploitation (Montpellier, rolling stock
is dedicated to a specific line and cannot be used on
others)
• Reinforce the rigidity of the system due to the non
standardisation of the design)