Genetics Made Accessible

LIFE! Interactive World

The International Centre for Life, Newcastle upon Tyne’s Landmark Millennium project, is sited in a spectacular building designed by Terry Farrell and Partners.

It consists of three distinct elements: The Genetics Institute for key research into human genetics, The Bio-Science Centre where scientific discoveries are turned into reality and Life! Interactive World.

Life! Interactive World is conceived as family education and entertainment. It explains how DNA forms the basis for all living things. The greatest challenge for the exhibition design team was to how to make the invisible subject of genetics accessible to families, creating something they would find attractive and exciting.

Topics are investigated using specially-commissioned audiovisual and interactive software which includes a 4-D virtual reality thrill ride, theatre shows, demonstrators and live performance.

Project type

Heritage / Visitor Attraction

Scope of works

  • Funding Bid Support
  • Interpretative Planning
  • Exhibition Design and Creative Direction
  • Graphic Design
  • Media Direction
  • Construction Management







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‘Life! is living up to its reputation as a mindblowin’ –bodyrockin’ –heartracin’-breathtakin’ experience.

The partnership with Event produced something really special. ’

Linda Conlon
Director, LIFE! Interactive World