KIRIHARAYOKI × IC4DESIGN × HIRODEN: TheCardboardTrain

Hiroshima’s streetcar is more than just transportation—it symbolizes resilience. Only three days after the atomic bombing, service resumed, giving hope to survivors. Kirihara Packaging, located 2.4 km from the blast site, has grown alongside Hiroshima. To revitalize the city after COVID-19, we launched this project, blending history with creativity.

Inspired by childhood crafts, we envisioned a life-sized cardboard streetcar. Kirihara Packaging, a cardboard manufacturer, embraced the idea, leading to a full-scale tram wrap that turned an everyday sight into an interactive, joyful experience. By integrating creativity into the city’s landscape, we aimed to spark curiosity and delight in daily routines.

Our goal was to make the tram look convincingly like real cardboard. We meticulously replicated textures, edges, and wear-and-tear effects. Interior ads were crafted from actual cardboard with added designs. Designers and engineers worked together to balance aesthetics, weight, and durability, ensuring both functionality and authenticity. Playful details throughout the tram encouraged discovery and inspiration.

Execution demanded precision in design and durability. The tram was wrapped in high-quality materials that mimicked real cardboard, creating an illusion of a full-scale craft project. Our team collaborated closely to ensure the wrap endured daily wear while maintaining its playful aesthetic. Strategically placed in Hiroshima, the tram seamlessly integrated into the urban environment, becoming a moving piece of public art that engaged locals and visitors alike.

The project quickly gained attention beyond Hiroshima, captivating train enthusiasts nationwide. Media coverage, including local TV and social media, amplified the buzz. A cardboard artist even recreated a 1/10 scale model, leading to a collaboration with Kirihara Packaging for an upcoming exhibit and workshop. The project’s success in energizing the city and inspiring creativity was further validated by its Gold Prize win at the Hiroshima Advertising Awards, proving that a simple, playful idea can leave a lasting impact.