Mowi Scotland Inchmore Visitor Centre
Food from our seas plays a vital role in providing food security and contributing to a healthy diet. Aquaculture is transforming the seafood industry and Mowi Scotland is playing an important role in that change. Mowi Scotland raises salmon in cold and clear Scottish Highland waters and is the UK’s most-valued food export, enjoyed by customers around the world.
The Brief
The team at Mowi Scotland approached Dynam to help them transform their Inchmore hatchery site into a unique visitor experience that showcases the entire Mowi value chain while also highlighting exciting career opportunities, important environmental commitments, and Mowi’s impact on local communities across Scotland.
We were tasked with leading the project and developing a concept appealing to key stakeholders, including politicians, investors, buyers, customers, community groups, and potential employees. Additionally, Mowi Scotland wanted to engage and educate youngsters visiting the site on school trips.
Mowi Scotland wanted to leverage their strong brand and showcase the Mowi story through striking imagery and clear messaging, supplemented with short films that go into greater detail about the different aspects of farming.
Our Work
We wanted to create materials that could be used across multiple Mowi sites. The layout at Inchmore was determined by the location and available space to take advantage of and enhance any physical aspect of the value chain in operation, such as the windows at Inchmore that allow visitors to see elements of the farming process.
To successfully tell the Mowi story and cover all aspects of the farming process in a digestible way for the visitor, we decided to split the space into four zones. Each zone would focus on a different part of the process: Freshwater, Seawater, Product, and We are Mowi.
Within each zone, we developed the following:
An overall aesthetic transformation
Interactive digital screens featuring a series of short films
Bold static graphics
Unique sensory displays
Interactive fish puzzle
Striking window and floor vinyls
The Results
The Inchmore visitor experience enables many visitors to learn more about what Mowi do in their own time using the interactive facilities and sensory displays. People can enjoy learning about the Mowi story and how the aquaculture industry is helping to feed an ever-increasing world population in a sustainable way.
“The team at Dynam were fantastic from start to finish. They used their knowledge of our business to create engaging and educational content that has resulted in a fantastic visitor experience. We can’t wait to welcome visitors and hope people enjoy learning more about what we do and the care we put into growing our fish.”
Jayne MacKay, Community Engagement Officer
Mowi Scotland
