PRESS RELEASE

Seymourpowell helps Science Museum bring human genome to life Model double DNA helix created for new ‘Who am I?’ gallery
London, UK, 05 July 2010 – leading global design and innovation company

Seymourpowell is proud to announce it has created part of the very latest exhibition to open at London’s world famous Science Museum. Opened on 26 June to coincide with the 10th anniversary of the announcement of the first draft of the human genome, the ‘Who am I?’ gallery presents the latest brain science and genetics research through a mix of fascinating objects, hands on multimedia exhibits and contemporary art works. Beautiful and provocative, ‘Who am I?’ invites visitors to explore how new discoveries in genetics and brain sciences are transforming our understanding of what 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 of reflective glass, the model illustrates the enormous variety and complexity of the human genetic sequence to help visitors understand its impact on human health and longevity. Richard Seymour, co-founder and design director at Seymourpowell commented, “In a move away from more traditional molecular models you find in science laboratories, we used rapid prototyping technology to a create a model which is closer to a real representation of human DNA. It was important to build a form that visitors could better understand in the context of the human body.” The ‘Who am I?’ gallery is now open to the public and can be found on the first floor of the Science Museum’s Wellcome Wing. Admission is free. See www.sciencemuseum.org.uk for further details. ***ENDS***

For further information: Tim Duncan PR Global, Seymourpowell Email: tim.duncan@seymourpowell.com Tel: +44 (0) 20 7386 2369

About Seymourpowell – the shape of things to come Seymourpowell is one of the world’s leading design and innovation companies. Founded in 1984 by Richard Seymour and Dick Powell, the London-based group of award-winning designers has produced some of the ‘milestone’ products of the last two decades. The company is now part of the Loewy Group. Seymourpowell is currently 80 people, combining a design studio, research centre, materials library and prototyping workshop. Seymourpowell has a unique holistic approach to design and innovation, which combines in depth experience and up to date intelligence about people, markets and businesses. The company has the ability to forecast and interpret the vital implications of behaviors and work out future scenarios to give its clients the confidence and reassurance they are making the right decision. Seymourpowell is skilled in exploiting ideas that create real value and always look to move clients forward creatively. Seymourpowell is not just a company of visionary thinkers, but future ‘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 and development, 3D structural design and 2D graphic design About the Science M useum For 100 years the Science Museum has been world-renowned for its historic collection, remarkable galleries and inspirational exhibitions. With around 15,000 objects on public display, 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 in the world for people to enjoy science, the Science Museum makes sense of the science that shapes our lives, sparking curiosity, releasing creativity and changing the future by engaging people of all generations and backgrounds in science engineering, medicine, technology, design and enterprise. In 2008/09 the Science Museum was proud to have been awarded the Gold Award for Visitor Attraction of the Year by Visit London and a Silver Award for Large Visitor Attraction of the Year by Enjoy England.

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