PLANS for landmark giant letters which spell out ABERDEEN have been submitted to planners for approval, with the installation hoped to be in place this spring.
The proposal was drawn up by city business leaders aiming to become a tourist attraction and help encourage visitors to the city centre, as well as positively promoting the city, far and wide, on social media platforms such as Instagram.
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Many other cities around the globe have a similar focal point, including the iconic Amsterdam letters and Toronto’s famous coloured sign in Nathan Phillips Square.
The Aberdeen Letters project has been developed from an idea that emerged through Aberdeen and Grampian Chamber of Commerce’s Vanguard initiative, to encourage creative suggestions for the future of the region.
The project is being funded and led by city centre BID Aberdeen Inspired, which will manage the letters, VisitAberdeenshire and Aberdeen and Grampian Chamber of Commerce.
Local design and fabrication firm, Luxous Group, has been appointed to design and manufacture the letters and believes their design will take the letters concept to the next level with lighting which can be designed to celebrate annual events and holidays.
The letters will be located at the historic Castlegate with the iconic Union Street Granite Mile as its backdrop but have been designed to be a detachable and movable attraction for the city.
In time it is hoped that the letters become a must-have feature to welcome visitors and delegates to conferences, festivals, graduations and other events and feature in iconic city locations.
Other locations will follow if planning consent is granted by Aberdeen City Council.
Adrian Watson, chief executive of Aberdeen Inspired, said: “The Aberdeen Letters project aims to create a tourist attraction that will drive both visitors and local people into the city centre, encouraging them to visit the letters to take photos as a souvenir or a selfie for their social media channels then spend time in the shops, bars, restaurants and take in a show or exhibition.
“Many cities around the world already have similar schemes and they have become a ‘must-do’ for visitors but we hope that different animations being displayed from the letters, as well as being moveable, takes the concept a step further and will ensure the letters remain a unique focal point for that perfect Instagram picture.
“They will also broaden Aberdeen’s offering and enhance the city centre as a destination for cruise passengers and national and international tourists, including those visiting for the European Pipe Band Championships and the Tall Ships, as well as more local visitors who are proud to show off their city.
“As part of our ongoing efforts to support the regeneration of Union Street, we are keen to do all we can to encourage footfall and create reasons to visit the city centre and we are excited to see the letters at their first home, the Castlegate.”
David Edgar, a member of the Aberdeen & Grampian Chamber of Commerce Vanguard group, said: “The whole of the Vanguard team, who have helped to shape the plans for the letters, are delighted to see that the Aberdeen Letters will soon become reality on the streets of our city.
“We want these signs to be a bright symbol of the new Aberdeen, helping shape our international identity. We’ve seen from other cities, such as Toronto, Gdansk, Amsterdam and Brisbane, that these signs often become a top tourist attraction, because people want to share a ‘selfie’ in front of them. This will help Aberdeen reach places it otherwise wouldn’t on the feeds of the thousands of tourists visiting our city region every year.
“The choice of materials for the sign tie very nicely in with the heritage of Aberdeen and its industrial nature, while the displays on the letters will help promote the happy vibrant city that we are.”
Chris Foy, CEO of VisitAberdeenshire added: “This signature for Aberdeen literally spells out the city’s bold approach to creating memorable experiences for its visitors. Such photo-friendly installations have already proven a hit in cities around the world.”
Allan Smith, managing director of bespoke design and fabrication firm Luxous Group, said: “We are delighted to be invited to tender to work alongside Aberdeen Inspired on this project. There are so many creatives in this city, and it will be great to finally showcase what we can do within our city.
“Working alongside the team at Aberdeen Inspired we’ve come up with a design that we feel is completely unique to our city which will be an attraction within itself for residents and tourists. The installation will be customisable meaning we can program the lighting sequence to fit in with any event or any occasion they visit.”
Subject to planning permission from Aberdeen City Council, it is hoped the letters will be launched in the next few weeks.
Aberdeen Inspired is the banner under which the Aberdeen BID (Business Improvement District) operates, a business-led initiative within the city centre in which levy payers within the BID zone contribute. Proceeds fund projects which are designed to improve the business district.
For more information, visit www.aberdeeninspired.com
