The Municipal Transport Company has presented ‘Horizonte’, the new Madrid bus for the next decade. This is the winning project that has resulted from the Concept Bus ideas contest that the public company launched in September of last year. Today it was presented in the space reserved for the EMT at the Global Public Transport Summit of the International Union of Public Transport (UITP), a congress that brings together the main international players in public transport in Barcelona.
The project will culminate in the production of a full-scale prototype in 2024 with the aim of promoting the attractiveness of public transport and redesigning the customer experience. This prototype will be installed in several emblematic places to gather the evaluations and suggestions of the citizens. With this initiative, the municipal company will be able to incorporate the best functionality and design ideas in future bus tenders, based on the degree of maturity of the solutions to be incorporated.
The winning proposal, designed by the creative agency Héctor Serrano Studio, has obtained an exceptional assessment from the jury. This agency was founded by award-winning product designer Héctor Serrano with his work group made up of Joaquín García, Enrique Miñarro and Javier Esteban. It is a study that has a multidisciplinary team specialized in understanding, in an innovative way, the values of a brand to transform them into physical experiences. His ‘Welcome back’ project won second prize in the redesign competition for the emblematic double-decker bus for the London transport company.
The ‘Horizonte’ design represents an innovative and futuristic image vector to enhance the attractiveness of public transport in Madrid. The interior atmosphere is warm thanks to the sustainable materials and ocher tones and the glazing of the vehicle gives it great spaciousness and light.
The pioneering exterior design is evident in the characteristic signal strip and, above all, the unique and large passenger access door designed to provide high fluidity. The environmental and social values have also been highly valued by the jury.
The EMT is immersed in a process of profound technological transformation. In line with the Madrid 360 Environmental Sustainability Strategy, its new Strategic Plan foresees an investment of more than 1,000 million euros by 2025 to become a decarbonized company with an energetically sustainable model, customer-oriented based on excellence, financially sustainable and innovative in technological matters. In addition, the electrification of the municipal fleet, which will reach 25% in 2025, will entail a significant investment in charging infrastructure and transformation of facilities.
At this key moment of technological innovation, the municipal company is aware that the customer experience on board municipal buses must also be redesigned so that the bus is a benchmark for attraction and innovation in the sector and among citizens and, In this way, promote sustainable urban mobility.
To this end, the EMT has launched this contest with a jury, set up specifically for the occasion, which has assessed the proposals submitted, based on criteria such as alignment with the image of the municipal company, exterior design and its integration into the urban environment. and the functional interior design and all the elements that make it up. With these premises, the winning proposal receives an economic endowment of 100,000 euros and the finalist 50,000.
The jury has awarded a second prize to the ‘Vivir Madrid en Bus’ project, designed by Castrosua in collaboration with CTAG, the Galician Automotive Technology Center, valuing its digital and multimedia innovations.
2023-06-06 15:24:13
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