Scotland’s First Immersive Tartan Experience Proposed for Crieff, Blending Heritage, Innovation and Future Generations
Plans have been unveiled for Scotland’s first fully immersive digital tartan experience, a nationally significant cultural project proposed for Crieff that aims to reimagine how Scotland’s heritage is experienced, shared and sustained for future generations.
Led by Creative Crieff, the project will transform the former Crieff Hotel site into a multi-purpose cultural destination, combining immersive storytelling, authentic tartan heritage, a cinema and events space, and a bistro and social hub — creating a year-round destination rooted in both community and global cultural identity.
The digital elements of the experience are being supported by Abertay University, bringing expertise in immersive and interactive technologies. While the concept has been developed by Creative Crieff, Abertay will continue to support the project as it evolves, helping to shape and refine the digital experience.
Alongside this, The Scottish Tartans Authority is working closely with the project team to ensure the tartan content is accurate, meaningful and true to its heritage.
The concept has also been informed by the work of Professor Murray Pittock and the University of Glasgow’s Museums in the Metaverse research, which highlights the growing importance of immersive and digital approaches in engaging audiences with cultural heritage.
Reimagining Heritage for Future Generations
At its core, the project is about more than celebrating tartan — it is about ensuring its relevance for the future, particularly for younger generations.
Creative Crieff is embedding a strong youth dimension within the project, creating opportunities for young people to engage with heritage in ways that are hands-on, creative and forward-looking, while also supporting pathways into digital, cultural and hospitality careers.
Karen Macartney, CEO of Creative Crieff, said:
“This project has been shaped through collaboration, bringing together cultural expertise, digital innovation and local ambition.
It’s about creating something that feels authentic but also forward-looking — a place where heritage connects with people in a meaningful way, particularly younger generations.
We see this as an opportunity not just to tell Scotland’s tartan story, but to create a space that supports learning, creativity and community, while bringing new energy and investment into Crieff.”
A Place with a Story to Tell – Crieff’s location plays a central role in the vision.
Positioned at the gateway between the Highlands and Lowlands, the town has long been a meeting point of cultures, trade and movement — making it a natural home for a project that explores both the local and global story of tartan.
The development will also bring new life to the former Crieff Hotel site, transforming a long-vacant space into a vibrant cultural and social destination.
Research Informing the Future of Museums
Professor Murray Pittock said:
“Research into immersive and digital engagement shows that audiences increasingly want to experience heritage in ways that are interactive, accessible and meaningful.
The use of digital and immersive approaches can open up new ways of understanding and engaging with cultural material, particularly for new and younger audiences. Projects such as this reflect how heritage experiences are evolving, combining authenticity with innovation.”
Cultural Integrity at the Core
John McLeish, Chair of The Scottish Tartans Authority, said:
“Tartan is one of Scotland’s most important cultural symbols, with a rich history and a strong contemporary relevance.
This project presents an opportunity to share that story in a way that is both accurate and engaging, helping people to better understand its origins, meaning and ongoing significance.”
A Multi-Purpose, Sustainable Community Asset
Designed as more than a visitor attraction, the development will operate as a multi-purpose, year-round space supporting both the local community and the wider visitor economy, building on Creative Crieff’s long-standing cinema heritage and reimagining it for a modern, multi-purpose cultural space.
Alongside the immersive tartan experience, the project will include:
- A flexible boutique cinema and multi-use performance space, used during the day as part of the experience and in the evenings for film, talks and community use
- A function and events space accommodating up to 100–150 people, supporting conferences, workshops and local gatherings
- A bistro and social hub, with opportunities to support hospitality and chef training, creating pathways into employment
- A tourism hub and retail space, helping connect visitors with local businesses and experiences across Crieff and Strathearn
This integrated approach ensures the site remains active throughout the day and into the evening, supporting long-term sustainability, increasing dwell time, and creating a space that is as valuable to the local community as it is to visitors.
Karen Macartney, CEO of Creative Crieff, added:
“From the outset, we’ve designed this as a multi-use space that works for Crieff — not just something people visit once.
It’s about creating a place that is active all day and into the evening, where people can come for different reasons — whether that’s experiencing tartan, meeting friends, attending events, or gaining skills.
That mix is what makes it sustainable, and what makes it meaningful for the community.”
Strengthening Crieff as a Gateway Destination
The project is also designed to act as a gateway for visitors, encouraging people to explore more of Crieff and the surrounding area. Through the inclusion of a tourism hub and curated retail space, visitors will be connected to a wider network of local attractions, experiences and businesses — helping to increase dwell time and spread economic benefit across the town and Strathearn.
Karen Macartney added:
“This is about creating a reason to come to Crieff — and then making it easy and inspiring for people to discover everything else the area has to offer. We see this as a gateway project, one that helps connect visitors to our wider attractions, businesses and experiences, and supports the whole local economy.”
A National Opportunity
The project is currently being progressed through the Tay Cities Region Deal process and is positioned as a nationally significant cultural and tourism investment.
If successful, it will deliver:
- A new flagship cultural attraction
- Increased visitor numbers to Crieff and the wider area
- Job creation and skills development opportunities
- A strong platform for youth engagement
- A year-round destination supporting the local economy
Find Out More: Further information, promotional videos, can be accessed here:
LINK TO VIDEOS – Link (it is safe and will open in google drive)
(It should open via Google Drive — sometimes blocked on work systems but fine on personal devices.)
Notes to Editors
- Scotland’s Tartan Heritage Experience is proposed for the former Crieff Hotel site
- The project is led by Creative Crieff
- Developed with input from The Scottish Tartans Authority and supported by Abertay University
- Informed by research from the University of Glasgow’s Museums in the Metaverse programme
- Economic impact consulted with Bellerby Economics
ENDS