Cultural Wayfinding
Client Museo Nacional de Arte Contemporáneo
Role Creative Director
Designing orientation systems for a new contemporary art museum that dissolves the boundary between navigation and art itself.
Brief
The museum wanted wayfinding that didn’t interrupt the contemplative state visitors enter when encountering art. Traditional signage systems create a cognitive layer that pulls the mind out of the experience.
Design Language
We developed a system of floor treatments, light gradients, and typographic floor inscriptions in a 12-point Playfair italic — legible underfoot, poetic at scale.
Impact
Post-opening surveys showed a 38% increase in visitor confidence when navigating the building without reference to printed maps. The wayfinding system received a distinction at the European Design Awards.
Process 
