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Victoria & Albert Musuem, Dundee

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JDD partner Whetstone has been working with Scottish Enterprise, the City of Dundee and the V&A on an ambitious project to raise the profile of the city and its spectacular waterfront.

Dundee has long suffered from a reputation as a grim industrial backwater, despite a rehabilitation of the grand Victorian city centre and its remarkable position on the Firth of Tay. A complete redesign of the waterfront is now in the stages of planning.

The Whetstone Group was called in to develop a partnership between the city and the V&A, to transform the waterfront into an attractive cultural focal point and an attractive visitor destination.

JDD’s David Ward-Perkins was engaged to evaluate the market and estimate visitor numbers for the future attraction.