Bristol kids using their Imagination

Imagination has created an interactive learning environment for Bristol’s family-oriented science centre At-Bristol, which opens later this month.

The Orange Imaginarium is aimed at fourto 16-year-olds and seeks to explain wirefree technology from a child’s perspective. Located in the entrance to At-Bristol’s planetarium, the exhibition is part of a hands-on, technical area housed in a stainless steel sphere.

Imagination developed the space in conjunction with a team of researchers and futurologists from mobile phone giant Orange, which sponsors the centre and is an existing client. According to Imagination account director Rupinder Ashworth, the initiative is intended to stimulate children’s imagination on a multi-sensory level, by interacting with space as opposed to gadgets.

‘It was about making a dry subject more interesting, informative and, where possible, interactive,’ says Ashworth.

Imagination was briefed to make over the Imaginarium entrance area – described as ‘cold and stark’ by an At-Bristol spokeswoman – and make it more inviting. But the consultancy suggested an extended project, according to graphic designer Stuart Jane.

‘We felt the brief was embedded in a comfort zone and there was scope to do much more,’ he explains. ‘The result has all the qualities of the Orange brand, without being overtly branded.’

The exhibit follows a ‘search and find’ theme, and attempts to make the link between everyday needs and technology by allowing visitors to recognise, experience and be creative with technology. Attractions include a voice recognition area and a cluster of fibreoptics, which change colour as visitors move through them.

Imagination was approached directly by At-Bristol and Orange on the strength of previous work it has completed for the phone company and the likes of The Children’s Museum and The Natural History Museum.