Alserkal Avenue Arrows

ClientAlserkal Avenue
LocationDubai, UAE
ServiceWayfinding and Signage Design
Inaugurated onMarch 16, 2015

Recipient of the SEGD (Society for Experiential Graphic Design) Global Design Honor Award 2016.

The heart and catalyst of the regeneration of Al Quoz industrial district in Dubai.

Alserkal Avenue, a private compound of warehouses, is home to the city’s trendiest cultural spots, with a multitude of creative spaces, contemporary galleries, museums and artist residencies. PenguinCube was involved in creating a temporary seamless wayfinding system for the inauguration event. The aim was to encourage the flow of visitors from areas they were used to navigating toward the new expansion.

© Alserkal Avenue

The objective was to make the new and old parts of the development appear seamless.

The team’s solution resulted in a minimalist, text-free design, which proved an instant hit with visitors and tenants alike.

© Alserkal Avenue

The arrows were assembled on site, and the entire project, from design to delivery, took two weeks and was executed at very low cost.

Though designed for the inauguration, the arrows proved so popular they are now deployed whenever there is an event at the venue.

Following my own arrow...

A post shared by Lucie Brooke Krepelkova (@luciebrooke) on

#alserkal #dubai #alserkalartweek #theirdubai

A post shared by Raya R Farhat (@rayafarhat) on

#alserkal #SPM #salsaliprivatemuseum

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Take your own photo with the arrows!

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