Media Release: Line call upon digital creatives to challenge their creative visions as part of the Edinburgh International Science Festival


DIGITAL agency, Line, is to present ‘Under The Hood’, an event designed to provide an opportunity for digital creatives to demonstrate the symbiotic relationship between abstract concepts like data, art and real world commercial design.

As part of their sponsorship of the festival, Line will produce a data visualisation event on April 16 2011 at Inspace. Open to the public during the Edinburgh International Science Festival, the event invites individuals and groups to showcase how data can be visualised in different ways by creatives, with the raw data set provided by the Festivals Innovation Lab using the theme ‘Edinburgh as a Festival City’.

“At first glance they may seem to exist at opposite ends of the spectrum, but in the digital age design and data often represent two sides of the same coin. We’re delighted to have the Science Festival as a platform for an event that will thoroughly explore that concept, and we are very much looking forward to the ideas and inspiration we expect to see flow out of the creative and technical communities as they let talent off the leash,” said Ross Laurie, managing director at Line Digital.

“Visitors will be able to see how a motivated team can turn apparently lifeless data into something visually inspiring, easily comprehended and yet instantly accesible. Not only will they be able to see the finished creation, but anyone dropping in will be able to chat with the creative crew as the concept develops.”

Under The Hood’s aim is to allow a team of designers, programmers, musicians and illustrators interpret a set of data in their own way, from a technical, visual and audio point of view. Visitors will be free to ask questions or discuss issues with the team throughout the course of the day-long event.

The event itself will be a single day on Saturday April 16 2011, from 12pm-6pm, where participants will produce their realisation from the data provided. With the data provided beforehand, participants will be able to prepare for the day itself and each output will be projected for the public to view.

For all those interested in participating in the event as a contributor of content, creativity or as an audience member, please visit: or contact Alice Will, account planner and manager, Line (0131 524 3260).

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