After a competitive pitch, FortyTwo Studio and Glasgow-based research and design collective Lateral North are delighted to announce that they have been commissioned by the Cairngorms National Park to lead the brand development of a new Scottish scenic route - Snow Roads.
90 Miles of Opportunity
Snow Roads is a 90-mile journey which winds from Blairgowrie to Grantown on Spey, taking in some of the most outstanding landscapes on the eastern side of the Cairngorms National Park. The route traverses the highest public road in Britain, but the key is it connects a range of attractions, communities and it offers the opportunity to discover the Cairngorms.
Three architectural installations have been placed along the route at viewpoints at Glenshee, Corgarff and Tomintoul, encouraging visitors to stop and explore the beautiful highland countryside. The Cairngorms National Park Authority (CNPA) led on this part of the project and the build phase is now up for Scottish Government planning award.
The Cairngorms Business Partnership has secured Scottish Enterprise funding for a two-year project to promote and catapult the Snow Roads into a must-see scenic route.
Lateral North’s unique experience in collaborative, multidisciplinary design and research and FortyTwo’s extensive brand development dovetails together and creates an exciting opportunity for all involved.
This is a unique opportunity for two agencies who believe that engagement and good design are the foundation for improvement and growth. To work together on a project of real impact for Scotland's tourism industry is something we are all excited about.
The project is due to be completed next year. Follow FortyTwo and Lateral North across Instagram to be kept updated on the Snow Roads journey.