Hollywood-style lighting spelling out Aberdeen have popped up in the Castlegate area overnight.
Iconic landmarks signs are often associated with cities like Edinburgh, Toronto and Amsterdam.
But now, the Granite City has followed suit by installing giant letters spelling out Aberdeen at Castlegate.
Business chiefs hope the selfie-friendly letters will encourage visitors to the city centre, as well as positively promote the city on social media platforms like Instagram.
Some surprised passers-by were already stopping to snap a picture of the new characters as they dashed past.
The 6.5ft tall letters will soon be illuminated by 98,000 lightbulbs.
And with the city’s famous Granite Mile in the backdrop, it is hoped the letters will boost awareness of Aberdeen across the globe.
Taking the concept ‘a step furhter’
Created by local design and fabrication firm, Luxous Group, it is hoped the letters will become a must-see feature.
They were manufactured in Aberdeen and will have built-in interactive technology. The letters will feature animated digital displays and change colour to celebrate holidays and events.
The standalone characters have been designed to be moved to different locations around the city.
The project is being led by Aberdeen Inspired, which will manage the letters. It was also funded by the Aberdeen and Grampian Chamber of Commerce, VisitAberdeenshire and the Scottish Government’s Scotland Loves Local fund.
Adrian Watson, chief executive of Aberdeen Inspired, said: “We are delighted to see the Aberdeen Letters project reach fruition and be unveiled to the public and we hope to see lots of people visiting the letters to snap a photo for their social media channels while they are spending time in the shops, bars, restaurants and taking in a show or exhibition.
“Many cities around the world already have similar schemes and they have become a ‘must-do’ for visitors. But, we hope that different animations being displayed from the letters, as well as being moveable, take the concept a step further and will ensure the letters remain a unique focal point for that perfect Instagram picture.”
‘A bright symbol of the new Aberdeen’
David Edgar, from the Aberdeen and Grampian Chamber of Commerce Volunteer Group, said the team who helped shape the plans are delighted to see the project become a reality.
He said: “We want these signs to be a bright symbol of the new Aberdeen, helping define our international identity. We’ve seen from other cities, such as Toronto, Gdansk, Amsterdam and Brisbane, that these signs often become a top tourist attraction, because visitors and locals alike want to share a selfie in front of them.
“This will help Aberdeen reach places it otherwise wouldn’t on the feeds of the thousands of people visiting our city centre every year.”
Chris Foy, chief executive of VisitAberdeenshire added: “The giant letters literally spell out the city’s bold approach to creating memorable experiences for its visitors and locals to enjoy.”
Conversation