MY ROLE: Creative Director / Experience Designer
AGENCY: Wieden + Kennedy
CHALLENGE: Activate an Amtrak train car in Seattle to encourage travel to Portland. “The Portland Express” project was a collaboration with Wieden + Kennedy for Travel Portland.
SOLUTION: I led the design and decoration of a train car for an event where visitors explored, sampled local goods and participated in interactive experiences. The process of decorating was filmed and the outcome photographed for marketing material. After the event, the train car remained minimally decorated (to comply with safety guidelines) for the duration of a month, running between Seattle and Portland.
DELIVERABLES & SERVICES: Brand Activation, Spatial Design and Styling.
RESULTS: The event was a well-attended success and earned press coverage.
The Portland Story
The Portland Express featured custom seat covers and handmade curtains from Pendleton fabric. I worked closely with Pendleton to select fabrics which met the strict safety and flammability standards of Amtrak. The walls were wrapped in a rustic graphic designed by W+K. I locally sourced decor, books and goods such as Woodblock chocolates, Rejuvenation lighting, curiosities from Paxton Gate, and custom Tanner Goods leather coasters and displayed the items throughout the train.
W+K provided graphics which I used to decorate the activation. Working together, we created the layout for the experience.
By creating styled vignettes and addressing taste, smell, touch and sound, the space transformed from a train car to a Portland experience.