THE DYNAMIC EARTH
Client: Scottish and Newcastle Breweries
To develop ideas for a commercially based visitor attraction on the site of an old brewery in Edinburgh.
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.
Concept Design and naming, outlining of content for exhibits and initial visualization.
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.’