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: We fully decorated a train car for an evening event where visitors explored the car, sampling local goods, and participating in interactive experiences. The process of decorating was filmed and the final product was photographed for brand collateral. 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!
The Portland Story
We channelled Portland into “The Portland Express” train car with custom seat covers and handmade curtain details made from Pendleton fabric. I worked closely with Pendleton to select fabrics which met the strict safety/flammability standards of Amtrak. The walls were wrapped in a rustic graphic designed by W+K. I sourced local books and goods such as Woodblock chocolates, Rejuvenation lighting, curiosities from Paxton Gate, and custom Tanner Goods leather coasters which I integrated into the decor throughout the train.
Watch the Video
W+K provided brand assets which I placed and styled throughout the spatial activation. Working together, we created the layout for the experience.
By creating vignettes in every nook and in each seating area, the space was transformed from a train car to a Portland experience.