di-research

DI-research

<h2>Learning</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">A first step in our programme of design immersion, is to settle the designers into quality accommodation and life in London, allowing them to soak-up the diversity and vitality of the city. “London, with all its different nationalities, is a power source of creativity,” they have told us.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Each participant is looking to view the world outside of the lens of their day-to-day work and expand their knowledge. From insight research in London to guided Cultural Safari visits across Europe, we are helping them to experience new things and see differently.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Together we find new opportunities for Nikon’s future products and services while we develop the skills of their next generation leaders.

di-process

DI-process

<h2>Leaping</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">We work side by side with Nikon to explore how best to respond to newly identified opportunities.​ ​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Through further research, workshops with subject experts, consumers and design students from top UK creative universities, idea development and prototyping, we highlight the opportunities best suited to achieving Nikon’s goals. ​​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Throughout this process participants are mentored to grow their confidence, improve communication and learn new approaches.

design-immersion-genz-workshop-delete-marina-on-end

Design Immersion genZ workshop DELETE MARINA ON END

insight-research-nikon-research-ideas-72dpi

Insight-research-Nikon-research-ideas-72dpi

nikon-workshop

Nikon workshop

<h2>Landing</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">At the end of the programme, we jointly present findings to the executives at Nikon’s headquarters in Tokyo. Outlining the strategic focus and a range of opportunities and innovative responses that have the potential to unlock new products and services for Nikon’s future. ​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}"> ​Beyond each programme, attendees return to their organisations equipped to spread new insight across their businesses and multiply the impact of their new knowledge.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}"> ​Such has been the success of Design Immersion, we have continued to work with Nikon and many other global brands in this way for over 10 years.

nikon-cube

Nikon cube

crystal-cube-2a

crystal cube-2a

Thanks to the design leadership programme at tangerine, I began to look at things and think about ideas in a completely different way. I got an incredibly positive response from our Chief Executive. He said it was absolutely fascinating, and I am sure my experiences with tangerine in London will have an enormous impact and inspiration on the future products and success of the Nikon Corporation.

testimonial-nikon

Testimonial-Nikon

<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">What started as a project without a brief has gone on to become a partnership that has spanned two decades. The first time tangerine and Nikon worked together, the arrangement was simply to help one of Nikon’s rising stars to take a broader view of the future of photography.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">​Today it has grown into a design leadership training programme, with Nikon’s next generation design leaders being based in our office for six to twelve months each year. Together we are identifying the changes that are transforming their global market and creating strategies and concepts to take advantage of these shifts.

Popular Nordic airline, Finnair, approached us with a view to completely revamping their ground-to-air customer experience. A large part of this project involved turning their Non-Schengen customer lounge into a contemporary experience that made travelling just as enjoyable as the destination.

Nikon

crrc-partnership

CRRC-partnership

img_4193

IMG_4193

img_4459

IMG_4459

<h2>Learning</h2>
CRRC wanted to extend, develop and enhance its internal design capabilities, through project-based knowledge and skills sharing with tangerine’s creative team.  To accommodate this ambition, our Chinese and European designers have been involved in an exchange programme, relocating to CRRC’s manufacturing hub in Changchun, Northern China, for extended working visits. Working side-by-side with CRRC’s engineers as part of an immersive design process, they exchange ideas, gain a fuller understanding of technical constraints and skill-share expertise.  These periods of secondment have forged a highly successful way to build trust, improve efficiency, and encourage cultural exchange, as well as imparting technical know-how.

crrc-learning

CRRC-learning

crrc-learning2

CRRC-learning2

<h2>Leaping</h2>
Together the collaborative team problem-solve, so that the right design solutions are being developed to meet both the ambitions of CRRC’s clients and the end-user passengers, while also being highly practical for their manufacturing processes.
Tangerine’s senior team join client presentations to prospective buyers, explaining the design inspiration behind their work and helping CRRC to win pitches for new contracts.  Senior members of tangerine’s design leadership team regularly give talks and hold workshops with CRRC’s senior management to help them better utilise innovation and strategy and design more effectively within their organisation.

crrc-winter-olympic-train

CRRC-winter-Olympic-train

crrc-winter-olympic-dinning

CRRC-Winter-Olympic-dinning

<h2>Landing</h2>
This strategic partnership includes a mixture of interior passenger car design, exterior nose-cone and livery design.  Since the outset tangerine has completed designs for multiple train types including High Speed, Maglev, Sleeper, Tourist, Double-deck and Metro varieties. A selection of completed projects are shown, demonstrating how we have helped CRRC to fulfil its ambitions of raising the quality of its design execution on the international stage.
CRRC Changchun are contributing to greener alternatives for China’s burgeoning demand for fast domestic transportation, and the design for a Double Decker Sleeper EMU train will offer affordable standard class sleeper train travel across China’s extensive high-speed rail network is also shown. This project will make an important contribution to China’s domestic infrastructure, which is the biggest in the world.

The years of cooperation with tangerine are enjoyable and both sides have made progress.  The tangerine team is an international professional team, and the design of the tangerine enhances the competitiveness of our products. CRRC Changchun have also provided a brand new platform for tangerine in China. We look forward to the next cooperation cycle, we work together to consolidate our brand of products.

Including Beijing Winter Olympic 2022 HS Train

crrc-hst-nosecone

CRRC-HST-nosecone

In 2016 CRRC Changchun Railway Vehicles Co. Ltd., a division of the world’s largest rolling stock manufacturer CRRC Corporation Limited, chose tangerine as a strategic design partner from a global search process. The aim was to raise the design quality of all their passenger rail cars, including high-speed trains, maglev trains, metros and light rail. Their ambition being to win more customers domestically in China as well as internationally.
Now into its fifth year, we’ve designed over eighteen different rolling stock vehicles for CRRC, including some of China’s highest-profile projects, and using some of the most advanced rail vehicle technologies in the world.

CRRC Changchun

jal-winglet-tangerine-2

Jal-winglet-tangerine-2

<h2>Learning</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Having established long-term relationships with many of Japan’s leading brands, we were already familiar with the country and its customs, but to support this knowledge and be inspired, we delved deeper into the country’s culture and JAL’s brand. ​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">We gathered insight into rituals, symbolism, aesthetics and tastes, learning about the “traditional innovative spirit of Japan” that fuelled JAL’s brand. Combining this insight with our extensive knowledge of passenger motivations and trends, we built the foundations of a strategy to guide design and the seed of a vision.

watermark-smaller2

<h2>Leaping</h2>
We crafted a design strategy called “Infused Essence” to give order to the many insights and rich sources of inspiration we’d gained. Our aim was to infuse the essence of Japanese innovation, craftsmanship, service and atmosphere with the values of JAL’s brand. This would guide the coherent design activity across all classes of the aircraft and help JAL’s operational and engineering orientated business to focus on the customer experience.

jal-business-class-render-inspiration-72dpi

JAL-Business-Class-Render-Inspiration-72dpi

jal-business-class-development-mockup-72dpi

JAL-Business-Class-Development-Mockup-72dpi

<h2>Landing</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">All three cabin classes are imbued with the Infused Essence design strategy to create a sophisticated atmosphere, with a purity of aesthetics and finely crafted details. They set the stage for the cabin crew to welcome passengers with ‘omotenashi’, Japanese thoughtfulness.​​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Innovation is present across the cabins; from redefined seat geometry for increased comfort, to unique pleated curtain structures created through reimagining how to use existing manufacturing techniques. All these innovations made possible through close collaboration across the supply chain, from airframer to seat vendors to materials suppliers. ​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Combining our creative leaps with hard won technical knowledge and deep collaboration, together JAL and tangerine turned vision into reality and delivered the aircraft on time.

jal-lavatory-01-square

JAL-Lavatory-01-Square

jal-business-class-entrance-01

JAL-Business-Class-Entrance-01

jal-business-class-side-view-of-suite-cropped-more-72dpi

JAL-Business-Class-Side-View-of-Suite-Cropped-more-72dpi

The cabin interior expresses JAL with a sophisticated taste. It is a wonderful achievement.

jal-business-class-02

JAL-Business-Class-02

<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">For decades the national airline of Japan, Japanese Airlines (JAL) focused on domestic passengers and knew their consumers well. But as the Japanese Government launched an initiative to attract more than 40 million international travellers to the region, JAL faced an unprecedented shift in the demographic of its potential customers and wanted to respond to the opportunity.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">​Undeterred, by a gap in their knowledge, JAL set the ambition to create a new signature experience for their large order of A350s and sought a design partner to help them to create a cabin interior that could bridge the culture of Japan and the desires of a new international audience.

Japan Airlines (JAL)

cepsa-station-brief

Cepsa-Station-brief

<h2>Learning</h2>
A design team formed of three partner agencies, Saffron, tangerine and Malka &amp; Portús came together to provide a powerful collaboration between brand, product and service design, and architecture.
A guiding brand concept called “Adaptable engineering” grew out of an inward look at the company’s values and technical strengths and an outward look at how CEPSA could differentiate itself from its competitors and other global brands that also own the colour red as a core part of their identity.
Visits to service stations were conducted to map the customer journey and identify pain points and opportunities for the customer experience and service design.

cepsa-painpoints

Cepsa-painpoints

<h2>Leaping</h2>
The challenge was how to create a powerful and distinctive visual language that could transform a regular petrol station from being a place to simply refuel, into a place to stop and rest. Bridging the disjuncture between the hardness of the road and the human needs of the travellers, the new design becomes a highlight to any journey. The team’s objectives were to create a visually compelling service station that represents CEPSA in a new and meaningful way, to find ways to elevate the customer experience using cutting edge design and the latest technologies to reduce maintenance costs.

cepsa-station-design-language-tangerine-2

Cepsa Station-design-language-tangerine

<h2>Landing</h2>
Every touch point of the station that the customer interacts with is closely considered; from the interaction at the pumps to the canopy, shop facade, lighting and signage. The forecourt is transformed into an iconic, airy canopy by day and a glowing red beacon by night, using a high-tech ETFE material that is self-cleaning, lightweight and recyclable. Its structure is assembled in a modular fashion that can be adapted to varied station formats and the ETFE’s 100% transparency minimises the need for artificial lighting thereby reducing running costs. Our future vision for the customer’s interaction with the refuelling island also proposed separating the display from the pump to provide a more intuitive and natural refuelling operation.

cepsa-petrol-station-launching-04

CEPSA-Petrol-Station-Launching-04

cepsa-petrol-station-launching-05

CEPSA-Petrol-Station-Launching-05

cepsa-petrol-station-hero-2

CEPSA-Petrol-Station-Hero

cepsa-logo

CEPSA-Logo

cepsa-petrol-station-launching-02

CEPSA-Petrol-Station-Launching-02

After 80 years operating in the oil and gas sector, CEPSA, Spain’s fourth largest industrial group, has become a major player in the Global energy market. Yet, even as the company’s products and services have swelled, it is their petrol stations that remain the crucial touch-point that connects the brand with society. In 2014 CEPSA looked to revitalise its service orientated spaces and empower the brand by commissioning the design of its flagship service stations.

Cepsa

heathrow-express-exterior

Heathrow-Express-Exterior

heathrow-express-first-class-previous-01

Heathrow-Express-First-Class-Previous-01

<h2>Learning</h2>
With many of the key design parameters defined, our objective was to set the first-class passenger experience apart from Express Class and make it be something special. The journey between Heathrow and central London can take as little as 15 minutes, a limited time in which to impress, so we walked in the shoes of the passenger, observing and thinking about every moment of the journey. We concluded that the first-class experience needing to begin at the moment of booking, and that it was about creating a journey that delivered real benefits for the traveler from the get-go, in an environment that offered elegance and exclusivity.

hex-research

Hex research

heathrow-express-first-class-design-process-2

Heathrow-Express-First-Class-Design-Process

heathrow-express-seat-reservation

Heathrow-Express-Seat-Reservation

<h2>Leaping</h2>
A wide range of ideas for the interior design, the digital experience and the service were generated. Sitting in first class, during our early research, we couldn’t help but notice that there were lots of seats with no one in them, and many of the journeys were being made by first class customers who were on their own.
A design concept based on significantly changing the carriage layout and upgrading the seat design was formulated. We created a truly radical proposition, a first for British rail: having just one passenger sitting on each side of the train carriage with their personal luggage positioned beside them in their own exclusive space.

heathrow-express-first-class-layout

Heathrow-Express-First-Class-Layout

heathrow-express-first-class-seat-design-process

Heathrow-Express-First-Class-Seat-Design-Process

<h2>Landing</h2>
Our innovative carriage layout challenges the traditional wisdom of high-density seating equals higher ticket revenues, choosing to lose two seats from the capacity to enhance the overall quality of the passenger experience.  The result is a markedly improved customer experience that drives ticket sales and improves first class seat occupancy.
Fine details such as the stitching on the leather seating and the application of screen-printed lines on the windows to echo light shining through venetian blinds and serve to create ambience.  The carriage design now speaks premium sophistication and reinforces the strong brand identity of Heathrow Express, helping it to top the UK’s National Passenger Survey consistently each year.

Occupancy levels have gone up significantly. Now people walk past First Class and think ‘I want to be in there’, whereas before they’d walk past and think ‘why do I want to spend the extra money for that?

heathrow-express-first-class-view05

Heathrow-Express-First-Class-View05

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Heathrow-Express-First-Class-View06

Fourteen years after the first Heathrow Express slipped out of its platform at Paddington station in 1998, the company commissioned a complete refit of its carriages in time for the 2012 London Olympics. It was looking to reaffirm itself as the premium train service between central London and one of the World’s busiest airports, Heathrow. However, with the refurbishment of the first-class carriages well underway, the executives at HEX recognised that the new train interior lacked a wow factor, and tangerine were brought in late in the day to inject just that.

Heathrow Express

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The future is ripe with possibility. And so we help you make sense of it by unpacking today's trends and tomorrow's patterns. Viewing through multiple lenses and combining a range of perspectives with in-depth research to provide an informed view of where the world is heading.

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Vision Setting toyota interior from video still

By using a range of research techniques, including expert and consumer interviews, and experimentation, we get our finger on the pulse. The insights we surface help us identify better opportunities and give you the vision you need to exploit them and drive long-term value.

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