All Aboard Florida reveals Brightline brand

The Orlando station will be located within Orlando worldwide Airport’s new South Intermodal Center, where, when completed, will place train travelers steps away from air and local transit connections.

The inter-city express trains will be multi-colored, with train cars painted in five colors-bright red, orange, green, blue and pink-meant to project Florida’s playful atmosphere.

Brightline will be the only privately owned and operated rail service in the U.S.

However, the design of the trains will try to emphasize speed and modern technology.

“We will reset the expectations we all have for travel by train”, he said. “It’s an alternative to more and more cars on evermore congested roadways”.

The Rockwell Group, which has designed hotels, restaurants and Broadway productions of Hairspray and Kinky Boots, developed the service’s logo, train exteriors and interiors and the insides of the new stations. The Miami New Times has a pretty good summary of the project here.

Trains will run on the enhanced Florida East Coast Railway corridor between Miami and Cocoa. Trains will make the trip from Miami to Orlando in 3 hours; under ideal conditions, that drive takes about 3 hours and 20 minutes. “It will have a very negative impact on our region”.

Mike Reininger, president of Brightline, says it’s not just about speed.

“Everything from how you communicate with us – whether on the computer or mobile device – to the experience in our stations that we are building and operating, … the seats, the tables, the bathrooms, the food and beverage are one continuous experience bathed in this hospitality overlay”, he says. Working closely with our strategy and architecture teams, we develop playful yet sophisticated designs that focus on connecting people in a memorable, immersive experience. They’ll feature free WiFi, all reserved seating, power outlets available from every seat and wide aisles. The service will be pet-friendly, allowing travel with dogs and cats.

Not everyone is on board with the new train service, however. Citizens Against Rail Expansion, a coalition of residents and community leaders in South Florida, argues that the rail system will compromise public safety.

Officials said “Brightline” is where transportation meets hospitality along a 235-mile route through the Sunshine State.