Andy Sykes on creating a unified design vision for East Midlands Railway
19/08/2025
Since 2019, East Midlands Railway (EMR) has been undergoing a design transformation to create a more cohesive, passenger-friendly brand experience across its diverse fleet and facilities.
At the centre of this vision is Andy Sykes, director of Andy Sykes Design, who will share insights into the project during his presentation at the Rail Interiors Show this November.
Sykes, who launched his own consultancy in 2023 after working with DGDESIGN, Seymourpowell, and Interfleet Technology, has spent his career specialising in rail design. “Rail is a sector where design can make a huge impact,” he explained. “It’s highly specialised, with its own nuances and peculiarities, and through many, many projects I’ve built a depth of experience in navigating those challenges. It’s become the core of my work – and an area where thoughtful design can really transform outcomes.”
When the East Midlands franchise changed hands, the incoming operator sought to refresh its ageing fleet. An order for new Class 810 “Aurora” intercity trains created the opportunity to establish what Sykes calls a “physical design vision.” This document went beyond brand colours and logos, translating EMR’s values into tangible interiors, finishes, and passenger environments.
“In what’s usually a really engineering-heavy process, the more human-centric parts can be hard to define,” Sykes said. “The design vision aimed to capture those qualities, so that every decision could be referred back to.”
The challenge was not only to design the new Auroras, but also to extend the same identity to refurbished legacy fleets, Classes 158, 170 and 360, without overspending. “It becomes about putting the money where the customer sees it and feels it,” he explained. “We wanted older trains to look and feel consistent without unnecessary cost.”
Breaking away from the industry norm of bold, patterned seating, Sykes took inspiration from hospitality interiors. “We wanted to move away from chaotic, bright seats and instead create something calm and reassuring,” he said. “By paring the interiors back, the intention is to give passengers a more relaxing experience.”
Early reactions have been overwhelmingly positive, with refurbished units often mistaken for brand-new trains. “Customers have said they think they’re in first class when they’re actually in standard,” Sykes noted. “It feels more upmarket than they’re used to.”
Looking ahead, Sykes hopes delegates at the Rail Interiors Show see EMR’s journey as a case study in how design can unify old and new assets. “It’s about consistency and setting out a vision at the beginning which is both ambitious and achievable,” he said.
Session: Creating a new era for EMR: one design vision across the network
Date: 24 November 2025
Time: 13:30 - 13:50
Sykes, who launched his own consultancy in 2023 after working with DGDESIGN, Seymourpowell, and Interfleet Technology, has spent his career specialising in rail design. “Rail is a sector where design can make a huge impact,” he explained. “It’s highly specialised, with its own nuances and peculiarities, and through many, many projects I’ve built a depth of experience in navigating those challenges. It’s become the core of my work – and an area where thoughtful design can really transform outcomes.”
When the East Midlands franchise changed hands, the incoming operator sought to refresh its ageing fleet. An order for new Class 810 “Aurora” intercity trains created the opportunity to establish what Sykes calls a “physical design vision.” This document went beyond brand colours and logos, translating EMR’s values into tangible interiors, finishes, and passenger environments.
“In what’s usually a really engineering-heavy process, the more human-centric parts can be hard to define,” Sykes said. “The design vision aimed to capture those qualities, so that every decision could be referred back to.”
The challenge was not only to design the new Auroras, but also to extend the same identity to refurbished legacy fleets, Classes 158, 170 and 360, without overspending. “It becomes about putting the money where the customer sees it and feels it,” he explained. “We wanted older trains to look and feel consistent without unnecessary cost.”
Breaking away from the industry norm of bold, patterned seating, Sykes took inspiration from hospitality interiors. “We wanted to move away from chaotic, bright seats and instead create something calm and reassuring,” he said. “By paring the interiors back, the intention is to give passengers a more relaxing experience.”
Early reactions have been overwhelmingly positive, with refurbished units often mistaken for brand-new trains. “Customers have said they think they’re in first class when they’re actually in standard,” Sykes noted. “It feels more upmarket than they’re used to.”
Looking ahead, Sykes hopes delegates at the Rail Interiors Show see EMR’s journey as a case study in how design can unify old and new assets. “It’s about consistency and setting out a vision at the beginning which is both ambitious and achievable,” he said.
Session: Creating a new era for EMR: one design vision across the network
Date: 24 November 2025
Time: 13:30 - 13:50