As LinkedIn’s strategic brand partner, we were tasked with reimagining this 900-year-old military fortification as a space fit for thought leaders, networkers, and rise-and-grinders alike.
From the bold new name to the tasteful 85-foot-wide LinkedIn banner prominently displayed for all of Edinburgh to see, we blended legacy and LinkedIn to craft a brand story that honours tradition yet is truly future-facing.
Following today’s announcement this morning, Head of Strategic Partnerships at LinkedIn, May Duppa-Pearson, reflected on the two-year process working with our team to realise his ambition for the space –
I’ve followed MadeBrave for years now. Their work with some of
Scotland’s most beloved brands has always shown a great respect for Scottish identity while balancing legacy and relevance, so I knew from the get-go that they were the perfect choice to bring LINKEDINburgh Castle to life. Plus, they’re based in Glasgow, which is essentially Edinburgh.
While much of the castle will remain open to the public, select areas have been reimagined to bridge the gap between medieval stonework and modern-day networking. With LinkedIn’s brand woven throughout the space, LINKEDINburgh Castle is set to become a one-of-a-kind destination for business leaders, entrepreneurs, and ambitious minds alike. Our Andrew Dobbie had this to say –
We’ve been working closely with LinkedIn for over two years now to bring this bold vision to life. Our deep respect for Scottish identity, combined with our ability to balance legacy with relevance, made us the perfect partner to reimagine Edinburgh Castle as LINKEDINburgh Castle – and we are delighted to now share this historic project with the world.
Sure, the castle was beautiful before. Majestic, even, but let’s be honest—it wasn’t great for generating leads or building an online presence. LINKEDINburgh Castle is sure to make Scotland the new global center for business, digitally.
St Margaret’s Chapel
Thought to be the oldest surviving building in Edinburgh, the space desperately needs modernising. Visitors will soon be able to reflect mindfully amongst the new stained-glass portraits of Simon Sinek, Gary Vaynerchuk, Richard Branson, Satya Nadella, and Melinda Gates. The pews will also be Bluetooth-enabled.
Opening Hours
Starting from July, LINKEDINburgh Castle will be open from 4am for all rise-and-grinders. Gotta respect the hustle.
The Vaults
Originally built for pirates and prisoners of war to be held captive and tortured, the space will be converted into a presentation space so these traditions can live on.
The One O’Clock Gun
The One O’Clock Gun has been fired. It is now #OpenToWork.
Alright, if you’ve made it this far… happy April Fools!
Alas there is no 85-foot Linkedin banner, no Bluetooth pews, and sadly, no LINKEDINburgh Castle (yet). But the big, bold, creative ideas? Those are very real.
