Step Aboard. Think Like a Detective.

Solution

The concept transforms the train journey into an interactive detective experience inspired by Murder on the Orient Express. As the train travels through London, passengers collect clues at each stop to identify the suspect, the motive, and the murder weapon. The identity extends across the entire experience, including the train interior and exterior, detective notebooks, clue cards, invitations, maps, and dining materials. Each element reinforces the atmosphere of mystery and storytelling while creating a cohesive journey through classic train travel.

Challenge

Agatha Christie is one of the most successful authors in history, with over two billion books sold. Yet awareness of her work has declined among younger audiences. The challenge was to create a themed train tour in London inspired by Murder on the Orient Express that could reintroduce Christie’s world of mystery while appealing to contemporary audiences, especially families. The experience needed to combine storytelling, dining, and participation into a cohesive environment that felt immersive and accessible.

Insight

Most existing Murder on the Orient Express experiences focus on luxury travel or adult audiences. These offerings emphasize elegance and exclusivity, but leave little room for broader participation. By reframing the story as an interactive mystery adventure, the experience could invite families and casual visitors to step into the role of detective. Turning passengers into participants transforms the narrative from something observed into something solved.

Image source from oriental express