1. Slide 117/05/2015 New french tramways as objects of design and territorial marketing

2. Slide 217/05/2015 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

3. Slide 317/05/2015 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. Slide 417/05/2015 STRASBOURG

5. Slide 517/05/2015 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. Slide 617/05/2015 Blackpool

7. Slide 717/05/2015 emblematic French examples

8. Slide 817/05/2015 Tours

9. Slide 917/05/2015 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.)

10. Slide 1017/05/2015 Marseille

11. Slide 1117/05/2015 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. Slide 1217/05/2015 Le Mans

13. Slide 1317/05/2015 Angers

14. Slide 1417/05/2015 Bordeaux

15. Slide 1517/05/2015 Nice

16. Slide 1617/05/2015 Toulouse

17. Slide 1717/05/2015 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

18. Slide 1817/05/2015 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)

19. Slide 1917/05/2015 Orléans

20. Slide 2017/05/2015 Reims

21. Slide 2117/05/2015 REIMS 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.

22. Slide 2217/05/2015 Montpellier ligne 1

23. Slide 2317/05/2015 Montpellier ligne 2

24. Slide 2417/05/2015 Montpellier ligne 3 design Christian Lacroix

25. Slide 2517/05/2015

26. Slide 2617/05/2015 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

27. Slide 2717/05/2015 Benefits of this design approach Good territorial attractivity for the city Show its dynamism Urge people to use transports

28. Slide 2817/05/2015 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)