PRESS RELEASE Seymourpowell helps Science Museum bring human genome to life Model double DNA helix created for new ‘Who am I?’ galleryLondon, UK, 05 July 2010 – leading global design and innovation companySeymourpowell is proud to announce it has created part of the very latest exhibition to openat London’s world famous Science Museum.Opened on 26 June to coincide with the 10th anniversary of the announcement of the firstdraft of the human genome, the ‘Who am I?’ gallery presents the latest brain science andgenetics research through a mix of fascinating objects, hands on multimedia exhibits andcontemporary art works. Beautiful and provocative, ‘Who am I?’ invites visitors to explorehow new discoveries in genetics and brain sciences are transforming our understanding ofwhat it means to be human.As part of the exhibit item entitled ‘Will you be the first person to live for 1000 years?’Seymourpowell has created a model of a double DNA helix. Placed between two sheets ofreflective glass, the model illustrates the enormous variety and complexity of the humangenetic sequence to help visitors understand its impact on human health and longevity.Richard Seymour, co-founder and design director at Seymourpowell commented, “In a moveaway from more traditional molecular models you find in science laboratories, we used rapidprototyping technology to a create a model which is closer to a real representation of humanDNA. It was important to build a form that visitors could better understand in the context ofthe human body.”The ‘Who am I?’ gallery is now open to the public and can be found on the first floor of theScience Museum’s Wellcome Wing. Admission is free. See www.sciencemuseum.org.uk forfurther details. ***ENDS***For further information:Tim DuncanPR Global, SeymourpowellEmail: email@example.comTel: +44 (0) 20 7386 2369
About Seymourpowell – the shape of things to comeSeymourpowell is one of the world’s leading design and innovation companies. Founded in1984 by Richard Seymour and Dick Powell, the London-based group of award-winningdesigners has produced some of the ‘milestone’ products of the last two decades. Thecompany is now part of the Loewy Group.Seymourpowell is currently 80 people, combining a design studio, research centre, materialslibrary and prototyping workshop.Seymourpowell has a unique holistic approach to design and innovation, which combines indepth experience and up to date intelligence about people, markets and businesses. Thecompany has the ability to forecast and interpret the vital implications of behaviors and workout future scenarios to give its clients the confidence and reassurance they are making theright decision.Seymourpowell is skilled in exploiting ideas that create real value and always look to moveclients forward creatively. Seymourpowell is not just a company of visionary thinkers, butfuture ‘doers’. Ultimately, Seymourpowell is about making things better: better for people,better for business and better for the world.Specialisms include design innovation, transportation design, ethnographic user research,strategy and new product development (NPD), trends and forecasting, product design anddevelopment, 3D structural design and 2D graphic designAbout the Science M useumFor 100 years the Science Museum has been world-renowned for its historic collection,remarkable galleries and inspirational exhibitions. With around 15,000 objects on publicdisplay, the Science Museum’s collections form an enduring record of scientific,technological and medical change from the past few centuries. Aiming to be the best place inthe world for people to enjoy science, the Science Museum makes sense of the science thatshapes our lives, sparking curiosity, releasing creativity and changing the future by engagingpeople of all generations and backgrounds in science engineering, medicine, technology,design and enterprise. In 2008/09 the Science Museum was proud to have been awardedthe Gold Award for Visitor Attraction of the Year by Visit London and a Silver Award forLarge Visitor Attraction of the Year by Enjoy England.