THE DYNAMIC EARTH
Edinburgh, Scotland
Client: Scottish and Newcastle Breweries
Project:
To develop ideas for a commercially based visitor attraction on the site of an old brewery in Edinburgh.
Problem:
JS was the creative member of a consulting team (Coopers Lybrand) employed to come up with ideas for the re-development of a plot of land occupied by an old brewery at the bottom of the Royal Mile in Edinburgh.
Commission:
Concept Design and naming, outlining of content for exhibits and initial visualization.
Solution:
The site was spectacular; close to Holyrood Palace and in view of ‘Arthur’s Seat’, the rocky outcrop that overlooks Edinburgh, which is in fact the remains of a long extinct volcano. The Brewery had originally been called after its’ founder, ‘William Younger’. The concept for a visitor centre devoted to the formation of the universe, planet earth and its’ geology, came one afternoon at a meeting when looking up through the window at the dramatic remains of the volcano. JS had the idea for ‘The Younger Universe’- which later became, ‘Dynamic Earth.’
