Seymourpowell helps Science Museum bring human genome to life. For more information, go to seymourpowell.com

1. 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

2. 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.