Dundee Science Centre

Every Can Counts – Immersive Exhibit Mirrors Recycling Drive

A free immersive exhibit about recycling has launched at Dundee Science Centre.

The ‘Infinity Room’ installation, created by recycling not-for-profit Every Can Counts, aims to teach children and the wider public about the importance of recycling drink cans, as well as illustrating the infinite recyclability of aluminium.

infinity room

Photo credit – Alan Richardson, Pix-AR, Dundee.

Those who step inside the giant drink can will find themselves in a mirrored room that creates an illusion of being surrounded by an infinite number of suspended aluminium cans. At the same time, a narrator will take them on an educational journey through aluminium can recycling and its environmental benefits.

The exhibit, which is made up of 1,500 recycled cans and 25 square metres of mirrors, also makes for an ideal photo opportunity. Visitors can share their own photos and videos of the Infinity Room on social media with the hashtag #EveryCanCounts.

Lorraine Lemon, Head of Business Development at Dundee Science Centre, said, “As well as providing an enjoyable visitor experience, we are passionate about motivating change and inspiring positive behaviour for the long-term benefit of our community, and the wider world. The best way to do that is to make an impact and really make people think. Hosting the Infinity Room provides us with an opportunity to do just that – to provide a visual treat, something truly immersive, but also a catalyst for conversations, questions and behavioural change when families and other visitors go home. This interactive exhibit is also a way of showing visitors that even the smallest of steps can make a difference, that we can all do something to reduce our carbon footprint, and that items we might otherwise throw away can be recycled or even transformed into a piece of art.”

According to a recent survey completed by Every Can Counts, more than half (55%) of people who live in Scotland say they’re becoming more conscious of environmental concerns and their own carbon footprint.*

Meanwhile, almost three in five (61%) think that the local council could be doing more to encourage recycling locally.

Scottish people consume an average of four drinks from aluminium cans each week, with drink cans being amongst the nation’s most recycled type of packaging.

infinity 2

Photo credit – Alan Richardson, Pix-AR, Dundee.

Chris Latham-Warde from Every Can Counts added: “We’re thrilled to be bringing our one-of-a-kind Infinity Room installation to another city in the UK after its recent success in Glasgow.

“The aim of the exhibit is to raise awareness of the infinite recyclability of drink cans in a visual and interactive way and we hope that visitors to Dundee Science Centre are left feeling inspired by it. Each and every one of us can play a vital role in keeping this cycle going and enabling aluminium to be recycled again and again, forever.”

Every Can Counts is a unique partnership formed between drink can manufacturers, drink can fillers and the wider recycling industry, all with the goal of reaching a 100% recycling rate for drink cans. The programme provides free recycling support to businesses and organisations around the UK. To find out more information about Every Can Counts, visit www.everycancounts.co.uk.

Visitors can explore The Infinity Room at Dundee Science Centre free of charge, Monday to Sunday, from 9am to 4 pm. Admission costs still apply for the Centre’s year-round exhibitions.

To find out more about Dundee Science Centre, please visit https://www.dundeesciencecentre.org.uk/.


* Research of Scottish residents conducted by OnePoll in September 2022

For more information, please contact:


0161 235 0300

About Every Can Counts

Every Can Counts is a not-for-profit communications programme working to inspire, encourage and empower people to recycle their empty drink cans. The programme is funded through a partnership between European and UK drink can manufacturers, the aluminium recycling industry and drink brands. The programme’s vision is to achieve a 100% recycling rate for drink cans throughout Europe. Every Can Counts partners with a wide range of businesses, organisations and events to work towards this goal, providing advice and support including free-to-use communications materials to help engage consumers with the benefits of recycling drink cans.

Launched in the UK in 2009, the programme now has a presence in 19 countries across Europe.

For more information, please visit https://everycancounts.co.uk/ or follow Every Can Counts on Facebook (http://www.facebook.com/everycancountsuk), Instagram (www.instagram.com/everycancountsuk) and Twitter (www.twitter.com/everycancounts).