We started working on this wayfinding / signage project in summer/autumn 2009 and we had about 5 months to have everything (from strategy to design to actual production supervision) in place before the Fifa 2009 Club World Cup kicked off in December.

Enjoy

Zayed Sport City Entrance Gate with Numerals

Zayed Sport City Concourse in striking afternoon light

Zayed Sport City Hanging Vomitory Sign

Zayed Sport City Vomitory Signage towards seating

Zayed Sport City Lower Concourse Signage

Zayed Sport City Protruding Blade Sign

Zayed Sport City Lift Directory

Zayed Sport City Upper Concourse Signage

Here’s some explanatory text:

Zayed Stadium was built in 1979, and was recently refurbished to be a host for the Fifa 2009 Club World Cup. As part of the refurbishment, we were invited to design a new, comprehensive wayfinding and signage system for the public spaces, players and press areas, media suites and the back of house.

The stadium is a striking building, and our objective was to create a signage system that respected the architecture and enhanced its character. We found shapes for the signs that derived from the characteristic forms and material expression of the building. The wrap-around curves of the signage are inspired by the distinctive arches that form the external elevation.

When it came to the information on the signs, we needed a typeface that could both work in Arabic and English. We selected Tanseek, a new face designed for just this purpose. Tanseek is clear and informative, with the  English and Arabic scripts in harmonious proportion.

As well as being informative, the signage also needed to respond to the brand of Abu Dhabi. To achieve this we chose a palette from Abu Dhabi’s brand guidelines: Sandstone for the inner box and Heritage Red for the curved outer panel.

Our design team consists of: Simon Borg, Mark Clark, Alex Dale, Eu-Hyung Han and Izzy Toft.

The general subject driving all work on show is the use of digital language as means to represent current social trends via demonstration of moving image on various surfaces (screen, projection on 2 and 3 dimensions, uniform or fragmented). The subject is either prescribed, recorded and played back or in some cases derives spontaneously from interaction with the audience.

Contemporary technology has been used to construct abstract fractal compositions or indeed more recognisable patterns like data graphs: while originally representing actual values of social media trends, they are now being taken to a new level, viewed from a different perspective away from the data they represent as merely aesthetically pleasing objects yet still retaining evident traces to our everyday lives, which is what makes them so tangible.

The other major subject is the literal or lateral captivation of the audience within the installations: Literally where the crowds are incorporated in the composition via mirrors or indeed cameras -in real time or playback. And laterally where the project’s reaction to one’s moves, shouts or jumps captivates the visitor’s interest to directly interact with the installations. People seem to enjoy offering a piece of themselves towards creating a unique composition, even if it is only meant to last for an instant.

It is a really vibrant event, with often indiscernible boundaries between exhibits and audience: the work flows and takes over the space with those interacting subsequently becoming actors to those overlooking. A highly recommended event not only to admire the high aesthetic value of the projects or the very smartly developed base concepts but also for a fun day out.

The exhibition will continue until April 11th 2010. For more information please visit the exhibition website http://www.vam.ac.u...k/microsites/decode/

For more explanation see Ezer’s blog or check out his website for more type experiments.

Picture © Oded Ezer