AMAALA

PenguinCube developed the masterplan signage strategy and design principles for AMAALA, the ultra-luxury coastal destination developed by Red Sea Global on Saudi Arabia’s Red Sea coast. Inspired by the arts, wellness and the natural beauty of the Red Sea, AMAALA is conceived as a destination focused on transformative experiences and highly considered visitor journeys.

PenguinCube’s role was to establish a comprehensive signage framework that could support the scale and complexity of the developing masterplan. Rather than designing signage for a single destination or building, the team defined the overarching strategy, principles and baseline standards that would guide multiple design teams and projects across AMAALA.

The signage strategy establishes a consistent approach to wayfinding and spatial communication while allowing individual destinations, developments and hospitality experiences to retain their own character. Design principles were developed to provide clarity across different environments and applications, creating a common visual and functional language throughout the masterplan.

The resulting framework provides a foundation for consistent signage implementation across AMAALA as the destination continues to develop. By establishing clear masterplan wayfinding principles and design standards from the outset, PenguinCube helped create a cohesive navigation experience capable of connecting multiple projects, teams and visitor experiences across this ambitious Saudi Arabian destination.