The LAB at Rockwell Group
 All Aboard Florida's  Brightline  is the first private intercity passenger railroad in the US in 42 years.  Brightline  will provide a network of travel services that connects places, people, and businesses to provide the best door-to-door experience. It will take passengers along a 235-mile route with stops in Miami, Fort Lauderdale, West Palm Beach and Orlando.   We conducted months of extensive ethnographic research to conceive the  Brightline  name, brand platform, identity, and groundbreaking travel concept. We then designed  Brightline ’s trains, inside and out. A team of Rockwell Group architects and interior designers followed suit with an interior design concept for all four rail stations.  The result is an entirely new travel experience, offering the most reliable Wi-Fi, delicious food, clean accommodations, and immersive entertainment.

All Aboard Florida