UCE Birmingham Institute of Art and Design - Interior design students fast-track their careers

Students from the University of Central England in Birmingham have been commissioned to design the new Jaguar Daimler Heritage Museum in Coventry as a Live Project to form part of their MA Interior Design.
Using new, post-optimal techniques to generate a new museum experience for Jaguar, the MA students from UCE Birmingham Institute of Art and Design (BIAD) were tasked with designing the new exhibition space. They formed part of a larger project team which drew on the skills and talents of established companies from across the country, with Birmingham-based architects Associated Architects commissioned to design the exterior structure and London-based Imagination developing the general marketing concept.
On Friday 30 March the students took their concept and ideas to the Jaguar Daimler Heritage Trust (JDHT) and presented to various directors involved in the project. The presentation involved not only aiding the directors to visualise the exhibition space itself, but also the new museum experience developed by the students. This included the ability to pre-plan and organise a visit before arriving at the museum using online resources, the post-optimal demeanour by which exhibits and information are delivered, and a further continuation of the experience once a user left the space.
Subsequent to the presentation the directors of the JDHT have now requested that the proposal is taken forward to the trustees, so that this can inform and push forward the discussion of the new museum development.
Additionally, the entire student team were very much complimented on the creativeness of their design and ability to visualise a totally new experience, along with their professionalism in delivering such a high-end design concept. It is aimed that the project will now be exhibited at Design City, to be held at the NEC in January 2008.
Dr Paul Bailey, course director for MA Interior Design, is pleased that the talents of students have been recognised. He said: “To be chosen for such a high profile project while still studying is an amazing achievement for these students. For a company with a profile like Jaguar to commission students is recognition of the abilities that these students have and the standard of work that is being produced has been on the same level as the established companies.”
The joint venture between UCE Birmingham and the JDHT has been a successful partnership for both parties. John Maries, Executive Director of the JDHT said: "Over the next two years, the JDHT has many exciting opportunities in front of it, to develop its Museum activities. As an educational charity the JDHT is delighted that we are able to join students from UCE Birmingham, who will be demonstrating their creativity in how we might display our cars and artefacts."

Email: kate.granger@uce.ac.uk