Reception takeover celebrates EMR’s new Aurora fleet
Ahead of the launch of its state-of-the-art Class 810 Aurora trains, East Midlands Railway commissioned our team to complete a unique installation at its Locomotive House offices in Derby to heighten the anticipation surrounding the arrival of its new fleet.
Investing in a fleet for the future
The highly anticipated Aurora fleet will elevate the experience for passengers travelling with EMR between Derby, Nottingham, Leicester, Sheffield and London.
Launching in late 2025, the Class 810 Aurora trains are built by Hitachi Rail and will have the ability to run on both diesel and electric power.
EMR will take delivery of 33 five-carriage Intercity trains, with increased seating capacity, modern interiors, air conditioning, free WiFi, plug sockets and enhanced passenger information screens.
It represents one of the most significant investments in rolling stock for EMR in decades, with passengers and staff equally excited by the launch.
Bringing the Aurora experience to life
To tease the experience of travelling on this new fleet of trains, EMR wanted to add a slice of Aurora to its Derby offices to give staff a taste of what’s to come.
In collaboration with EMR’s marketing team, we printed and installed a number of graphics and interactive displays to create a themed welcome to Locomotive House.
This immersive experience begins on the approach to the building, with contravision panels showcasing exciting visuals of the new fleet in service, accompanied by the Aurora’s launch tagline, ‘A New Dawn’.
Upon entering the reception area, a true-to-life installation of the Aurora’s comfortable seating shows what it’ll be like for passengers travelling on board, with the world racing past the window in the background
As we travel up the building, the Aurora experience continues with wall graphics depicting the trains in motion, alongside a ceiling-mounted S banner that designates the Aurora ‘Hub’ using graphic elements from the Aurora brand.
By bringing the Aurora to life ahead of its launch, we have captured the imaginations of EMR’s staff, as well as visitors to its Derby offices, to celebrate a landmark moment in the history of this proud East Midlands brand.
It has been our privilege to be involved in such a prestigious project and we can’t wait to make our first journey on the Aurora fleet following its official launch in late 2025.
