Shanghai Modern Art Museum & Riverbank

Client
Halcyon Riverbank

Our Role
Museum branding and wayfinding design

Location
Shanghai, China

Air Design specialises in museum and destination branding, providing bespoke branding and wayfinding systems that enhance visitor flow, identity, and engagement.

The Modern Art Museum (MAM) in Shanghai is distinguished by a strong brand identity that 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.

Strategically positioned on the Halcyon Riverbank along the Huangpu River, MAM revitalises historic docks with elevated walkways, bespoke retail spaces, art galleries, restaurants, and more. The museum’s branding has attracted high-profile exhibitions, underscoring its status as a premier cultural destination. Acclaimed for its innovative design, the museum’s architecture, led by Atelier Deshaus, combines historic and contemporary elements, further strengthening its identity.