Funstown – Family Entertainment Brand and Wayfinding Strategy
Client
Funs Group
Our Role
Strategic Design Consultancy for Branding and wayfinding
Location
Beijing, China
With a proven track record of creating impactful design strategies for complex developments, Air Design partnered with Funsgroup in China to develop a branding and wayfinding strategy for Funstown that reflects heritage while fostering modernity and creativity.
China is entering a pivotal chapter of growth in its culture and media industries, with cities like Beijing and Tongzhou playing critical roles in their economic evolution. Funsgroup is contributing to this shift through the development of three dynamic industry ecosystems, where Air Design was commissioned to create a branding and wayfinding strategy for Funstown.
Drawing inspiration from the architecture of existing factory buildings, we designed signage with a unique block-like structure, featuring concrete finishes to celebrate the sites’ industrial heritage. The branding and wayfinding systems integrate dual-language elements, ensuring clarity and accessibility for diverse audiences across the developments.
Our design approach consistently represents the key values of creativity, modernity, community, and heritage, aligning with Funsgroup’s vision for these thriving cultural hubs.
The Funstown scheme demonstrates Air Design’s capability in delivering dual-language wayfinding systems for large-scale cultural destinations a skill that translates directly to our work across multilingual environments in the Middle East, Europe, and beyond. The industrial heritage narrative running through the signage design gives the three developments a coherent identity that connects them to their context without freezing them in the past. For more on our cultural and mixed-use wayfinding work, visit our wayfinding and signage design services.
By taking inspiration from the architecture of the existing factory buildings, the signage design has a unique block-like structure, and we have incorporated concrete finishes to reflect the industrial heritage.The dual-language branding and wayfinding strategy consistently work together across the three developments to represent the key values of creativity, modernity, community and heritage. We are excited to see these communities thrive and inspire creativity for this new generation.
