Shanghai Modern Art Museum – Cultural Brand Identity and Wayfinding Design
Client
Halcyon Riverbank
Our Role
Branding and wayfinding
Location
Shanghai, China
Air Design's work for the Shanghai Modern Art Museum branding and wayfinding project provides bespoke design that enhances visitor flow, experience, and engagement.
The Shanghai Modern Art Museum branding and wayfinding identity celebrates diversity, creativity, and education, appealing to both local and international audiences. Air Design developed a cohesive brand system for MAM, including primary logos, sub-brands, a unique graphic language, and a comprehensive wayfinding programme for both interiors and exteriors—from public furniture to retail kiosks and rooftop bar elements. This approach offers seamless navigation and a unified visual identity throughout the museum and its surrounding spaces.
Air Design also created a sub-brand for outdoor exhibitions and a versatile wayfinding system, including pop-up kiosks for retail and dining during summer, reinforcing MAM’s role as a vibrant cultural hub.
The MAM commission required Air Design to develop a brand system that could hold its own in one of the world’s most design-literate cities while remaining accessible to the international audiences a riverside cultural destination attracts. The outdoor sub-brand and pop-up kiosk system in particular demonstrated the flexibility of the design language — expanding the brand beyond the building into the public realm of the Halcyon Riverbank without losing coherence. For more on our cultural and mixed-use branding and wayfinding work, visit our portfolio.
