Sportswear brand Nike has created an all-orange, heavily branded train at the Milano-Cortino Winter Olympics to mark the relaunch of All Conditions Gear.
Nike repurposed an Italian commuter train to transport people from central Milan to the Italian alps to showcase the values of the reintroduced All Conditions Gear (ACG) brand.
"With the outdoors in particular, it's so serious, everything is like top-of-mountain, so we purposely wanted to come in with an attitude that solves problems at the highest level, but has even more attitude," Nike chief design officer Martin Lotti told Dezeen.
"The fun, the playful, but the reverentness of the outdoors, and then this obviously being more innovation driven, and I think it's really the balance of all of them."
Designed by Nike's in-house team, the All Conditions Express was heavily branded with ACG's signature bright orange colours and triangular logo.
Inside, the interior spaces and almost every perceivable item, from phones to Jenga sets and megaphones to coffee pots, were branded in bright orange and featured the ACG logo.
The train was designed to be a base station for athletes, with each carriage repurposed into a different purpose for an outdoors trip.
Several passenger carriages were fitted with custom-designed seating compartments, with burnt-orange upholstery and headrests complete with ACG logos.
Near the front of the train, a cafe informed by "classic alpine refuges" with a pair of high tables was designed as the social hub.
It contains a metal booth serving coffee along with a souvenir shop with branded t-shirts, postcards, patches, stickers, bags and snacks.
At the rear of the train was a recovery space with various seating options, including a large, multi-person daybed, hanging chairs and upholstered swivel chairs complete with sightseeing binoculars.
The seats were arranged around a log-burning stove and storage units filled with various ACG-branded goods.
Other carriages include an equipment storage room, complete with a miniature, model railway version of the All Conditions Express.
With the relaunch, Nike focused very heavily on the ACG branding, with the triangular logo featured hundreds of times within the train and no Nike Swooshes in sight.
"This is for the outdoors, and it has a distinct look and feel and can have its own attitude and dimensions as well," explained Lotti.
"It is a very pure logo and it was established in 1988 – there's so much love for it," he continued.
"It's really in the spirit of solving problems for the outdoors, and having a specific mark with that signifies a different vibe and attitude towards solving problems."
Nike recently released its first neuroscience-based footwear, which was "designed from the brain down" and transformed a Victorian public bathhouse in London into a skatepark in collaboration with Palace Skateboards.
The photography is courtesy of Nike, unless stated.