City of Arts and Culture
New Cairo Capital
The project of the future Administrative Capital of Egypt, announced in 2015 and in an advanced stage of construction, was designed with the aim of decongesting Cairo and creating the best conditions to house the country’s main institutions: a new city, where more than six million people will go to live. This includes the City of Arts and Culture, an urban complex designed to house theaters, museums, libraries, universities and general cultural facilities, as well as other activities, on an area of more than 500,000 square meters.
Brand architecture and brand design.
The synthesis of history and contemporaneity
The integration and synthesis of history, institutionality and contemporaneity are the basis of theicon-symbol developed for the City of Arts and Culture.
The shadow element becomes a repeating sign that comes to compose colorful patterns or a kind of frame that frames the images of the cultural program, organizing them.
Signage & wayfinding design: orientation hierarchies
An urban area of over 500 thousand square meters needed orientation tools. Inarea created the map, all totems, and on-site signage elements following a hierarchy with a simple, orderly style to allow for juxtaposition between the Arabic and Latin alphabets.
