Al Duhu and Old Hilla

PenguinCube developed a playful and culturally inspired wayfinding design for Al Duhā and Old Hilla in Riyadh, Saudi Arabia, in collaboration with TAA for the Royal Commission for Riyadh City. The project focused on creating a distinctive navigation experience that guides visitors through an immersive cultural environment while responding to the rich architectural character and open spaces of the destination.

The wayfinding system draws on the cultural identity of the area to create a visual language that feels both contemporary and rooted in tradition. A colour-zoning strategy was introduced to help visitors intuitively understand different areas and navigate between them, creating clear spatial relationships across the destination while adding vibrancy to the visitor experience.

PenguinCube extended the colour system through geometric patterns, illustrations and variable typography, transforming functional signage into an engaging part of the environment. These graphic elements provide visual cues throughout the site, helping visitors orient themselves while creating moments of discovery across the cultural landscape.

The resulting wayfinding and signage system combines intuitive navigation with expressive environmental graphics, allowing the identity of Al Duhā and Old Hilla to come through across different spatial touchpoints. In collaboration with TAA and the Royal Commission for Riyadh City, PenguinCube created a memorable spatial communication system that connects wayfinding, cultural identity and the visitor experience within one of Riyadh’s evolving cultural destinations.