To reinforce TGV Lyria’s unique identity by elevating the onboard experience across its entire fleet, embodying the brand’s excellence throughout the passenger journey between France and Switzerland.

The best of two cultures.

Building on 40 years of excellence in serving French and Swiss passengers, TGV Lyria has entrusted ZAKKA with a full-scale transformation of its train interiors. This initiative addresses a dual challenge.

• Making class distinctionsinstantly recognizable.
• Creating relational spacesthat infuse the travel experience with a more human-centricdimension.

The revitalized identity is delivered through a holistic approach to the passenger journey. A clear, assertive wayfinding system enhances class differentiation, while a dedicated family car has been completely reimagined featuring a playful graphic universe and interactive games to engage travelers of all ages.

An immersive atmosphere is crafted through welcoming, witty phrases scattered throughout the train—even extending to the restrooms—to surprise and delight passengers at every turn.

Leveraging the brand’s chromatic heritage—poppy red and glacier blue—the agency has developed a distinctive typographic pattern celebrating the cities served by the network. This visual and semantic signature authentically brings to life the brand’s promise: a journey of excellence, seamlessly blending French and Swiss culture at every moment.