After a competitive pitch, brand and digital agency FortyTwo Studio and Glasgow-based research and design collective Lateral North have been commissioned by the Cairngorms National Park to lead the brand development of a new Scottish scenic route – Snow Roads.
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.
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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 destination scenic route.
Mark Kemp, Director and Founder of FortyTwo Studio said: “Lateral North’s unique experience in collaborative, multidisciplinary design and research and FortyTwo Studio’s extensive brand development dovetails together and creates an exciting opportunity for all involved.”
The project is due to be completed next year.
