Signs of the Times - June 2020 - 39

MEGA MECCA Wayfinding on a major scale for a

hotel complex in Mecca. When thousands of pilgrims,
speaking dozens of languages, converge on this holy
site for the Hadj, hotel complexes rely on efficient
navigation protocols. Smartphone check-ins help, but
an integrated signage system makes it all possible.

forms. "You can always use color,"
Lorenc said. "And you can use lighting. It doesn't only have to be signs."
Visual cues help people acclimate to
a complex or overwhelming interior.
Lorenc suggested placing iconic
elements, such as art or sculpture,
at the end of long corridors. "Signs
can definitely be used as memorable
placemakers as well," he said.
Properly used, placemakers aid in
navigation, but they can also direct

actions. "We look at how people experience the sales process," Lorenc said.
"We create foreground elements such
as fountains and large sculptures. We
create the experience they encounter
in the marketing center." If you consider
this an elegant way to force customers
to 'exit through the gift shop,' you're
only half-right. Integrated design
drives activity, but it also creates a
curated branded experience.
A positive experience confers a

sense of destination to a property
that makes people linger and explore.
This exploration drives sales in nearby
shops and restaurants. 
Lorenc cautions not to "over-brand"
an interior. "Don't over-utilize a logo;
use the logo very sparingly," he said.
"A pattern language can be very
important." If the pattern reinforces
the brand, that is enough.
Increasingly, an invisible element
is also coming into play: technology.
SIGNSOFTHETIMES.COM

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Signs of the Times - June 2020

Table of Contents for the Digital Edition of Signs of the Times - June 2020

Contents
Signs of the Times - June 2020 - BB1
Signs of the Times - June 2020 - BB2
Signs of the Times - June 2020 - Cover1
Signs of the Times - June 2020 - Cover1a
Signs of the Times - June 2020 - Cover1b
Signs of the Times - June 2020 - Cover2
Signs of the Times - June 2020 - 1
Signs of the Times - June 2020 - Contents
Signs of the Times - June 2020 - 3
Signs of the Times - June 2020 - 4
Signs of the Times - June 2020 - 5
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Signs of the Times - June 2020 - Cover3
Signs of the Times - June 2020 - Cover4
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