Expo 2020 took place across a 1,083 acre purpose built site – a self contained city within Dubai. The iconic Al Wasl sits at the heart of the site while three thematic districts represent the key event themes: Opportunity, Mobility and Sustainability.

The event hosted 192 participating countries and over 24 million visitors. We created a design strategy and over 30,000 dual language signs to help visitors navigate the spectacular site.

The site was divided into eight zones, each represented by pattern inspired by the traditional Al Sadu weaving technique practiced by Bedouin women in rural communities around the Emirates.

Every aspect of our wayfinding signage had to be carefully considered: materials that could withstand harsh desert conditions for many months; aesthetics that were visually consistent across a complex site, messaging that could be easily seen and understood by visitors from all over the world... These were all critical factors in its success.

A suite of high visibility signs were created to quickly draw attention and convey key information, including safety, travel, covid and parking.

A specific set of signs were created and applied in and around key pavilions. Their elegant, understated aesthetic ensured they didn't distract from the beauty of the world leading architecture, while themselves remaining functional, impactful and attractive.