We decided to revisit the branding, marketing communications, signage, and digital wayfinding solutions we completed for the multi-award-winning media and retail destination Médiacité, developed by Wilhelm & Co.
The 100,000 sqm mixed-use development has diverse commercial and media facilities including studios for the radio broadcast company RTBF and the Belgium National TV Centre, virtual reality experiences, a drive-in cinema, 6 multimedia stores and dedicated cultural spaces in partnership with local film, arts and cultural players.
As the centre was designed by Ron Arad, Médiacité required a creative and unique branding solution which artistically aligned with the dramatic architecture of the building. With numerous international awards behind the designer, it was essential that our branding was inspired by Arad’s distinct vision of the scheme and reflected the spirit of culture and media that is so enshrined within the development.
Our brand identity was a flexible design which was consistently implemented across a diverse range of applications to engage both the professional audience and the retail users alike. By working in close collaboration with Ron Arad Associates, we developed a wayfinding strategy and detailed design of the system including integrated touchscreens.
The scheme has since won multiple awards including Best New Shopping Center 2010 and was granted the Sustainability Award for its durable development. It has been rewarding to help create a new part of the city which welcomed 7 million customers in its first year!
Mediacite remains one of Air Design’s most distinctive wayfinding commissions a project where the signage system had to match the ambition of Ron Arad’s architecture without competing with it. The integrated digital directories and touchscreen wayfinding elements were among the earliest examples of our work combining physical and digital navigation in a single coherent system. The 7 million visitors in the first year validated both the destination concept and the design approach. For a wider view of our retail and mixed-use wayfinding work, visit our wayfinding and signage design services.