Italy – In a bid to re-invent its traditional roots, the rail company is making a comeback as a design-led and environmentally friendly service. Introducing a train called La Dolce Vita, which will take passengers around Italy, its interiors pay tribute to the artistic 1960s period from which it takes its name.
The revamped interiors by Dimorestudio also complement a promotional campaign from the train’s owner Accor Group, which centres on the notion of Made in Italy. ‘The spaces are thoughtfully designed and well curated without being ostentatious,’ explain Britt Moran and Emiliano Salci, co-founders of Dimorestudio.
As well as celebrating Italian design and local tourism, Orient Express is also positioning itself as part of the burgeoning slow travel movement. The company notes that technologies such as hydrogen power will be explored for its future trains. Such an approach reflects growing demand for elevated rail operations that promote the ease and romanticism of train travel.
Strategic opportunity
To encourage more sustainable tourism, travel brands must explore ways of making slower options more appealing. Consider focusing on elements such as local crafts and foods, as well as nostalgic design cues
