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New french tramways as objects of design and territorial marketing

New french tramways as objects of design and territorial marketing. 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

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New french tramways as objects of design and territorial marketing

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  1. New french tramways as objects of design and territorial marketing

  2. Introduction • A tramway is first of all a mean of transport. But at the same time itis able to reflect the soul of the city : culture, history and ambitions • Pinkcolored or flowery , champagne glass headshaped or boat headshaped… tramways are more and more visible in the streets of France. • Theybecame design objects. They are tools for territorial marketing and represent the towns image in the europeanurbancompetition

  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 »

  4. STRASBOURG

  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

  6. Blackpool

  7. emblematic French examples

  8. Tours

  9. Tours 3 design projectswere in competition. The choicewas made by the citizens and the local councilafter a local consultation. The office who won the competition (design office CP ) had the ideathat the future tramway of Tours had to become the 4th landscape of the town. The otherlandscapebeing 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.)

  10. Marseille

  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

  12. Le Mans

  13. Angers

  14. Bordeaux

  15. Nice

  16. Toulouse

  17. 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 aerodynamicshape. It ismeant to underline the linkbetween Toulouse and the aeronauticsindustry

  18. Perfume, haute couture, champagne… New tramways are designedafterluxuryindustry 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 Orleansiscalled the cosmeticValley, because of the severalfirms of perfumelocated in the area)

  19. Orléans

  20. Reims

  21. REIMS Sparkling design for the future tram of Reims • This first pink-colouredtramset 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.

  22. Montpellier ligne 1

  23. Montpellier ligne 2

  24. Montpellier ligne 3design Christian Lacroix

  25. 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 mediterraneansea and the colour of south of France

  26. Benefits of this design approach • Good territorial attractivity for the city • Show its dynamism • Urge people to use transports

  27. 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)

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