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Museum of Land Speed

Client: Carmarthenshire County Council

Our design for the new Museum of Land Speed opened in spring 2023 as an integral part of the EU funded Pendine Transformation Scheme. Overlooking the spectacular 7-mile long  beach on the Carmarthenshire Coast, the museum tells dramatic stories of over 100 years of racing, land speed records and speed trials.

The form and layout of the striking Museum building by Architype responds to our concept of aligning the museum’s star attraction – Parry-Thomas’s world land speed record breaking car ‘Babs’ – with the ‘racing line’ on the beach. Part of a £7m investment in tourism, the museum features a permanent interactive exhibition celebrating the beach’s historic and present-day role in record-breaking (from bicycles to electric cars), as well as its past role in missile and aircraft testing.

The aim is to thrill and inspire the next generation of adventurers and engineers in a fun and interactive way.


Our role:


  • Interpretive Masterplanning

  • Exhibition Design

  • Software Design Concept & Creative Direction

  • Graphic Design with Surface 3

  • Lighting Design with DHA Designs

  • Overseeing Installation

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