WTC Noida
WAYFINDING & SIGNAGE
Natural pathways for a corporate environment
We created a strategic wayfinding system for WTC Noida by combining natural elements, sculptures, and signs to create an intuitive navigation experience for visitors and employees.
Why did WTC Noida need a wayfinding system?
The World Trade Centre Association has facilities all over the world which are established hubs for international trade relations, and providing trade and investment opportunities, networking, and development. Currently, there are 323 World Trade Center properties located in more than 90 countries. The World Trade Center brand gives its members a distinct competitive advantage.
Like every WTC property, the heart of the Noida complex has a lively neighborhood that fosters business and exchange. The campus needed a distinctive signage system that would bring out the prestigious WTC brand’s presence with a focus on navigation and environmental elements.
How did we integrate the wayfinding system with the site and nature?
Taking cues from the site — which was a riverbed — and the natural surroundings, our overarching themes ‘Embracing Nature’ and ‘Back to Nature’ were infused into the wayfinding system. The WTC Noida commercial complex consists of two blocks. The site development on a riverbed spoke to us about the transformation of place and that set the note for the concept of Metamorphosis. The tower was named Butterfly, the central complex Moth, and the office was called Caterpillar.
Wayfinding and directional design
The key methodology we laid out was to delineate two wayfinding paths from the start for the two blocks of WTC Noida. Detailed persona studies determined the best navigation for pedestrians and vehicular movement. The physical signage system was designed to be organic, living, and memorable as well as extremely functional. To avoid material and wind damage we chose to work with hardy materials such as metal, wood, and concrete.
Integrating bird sculptures
We teamed up with product designer Mukul Goyal who was already engaged for site sculptures on the project. Goyal’s artistic approach was inspiring for our collaboration, and we developed several possibilities at the concept stage that involved folding metal. While the sculptural forms integrated delightfully with the landscape, our graphic design team worked on how best the graphics would be composed on the surface for the information to be clear without obfuscation. The birds perched on the sign were crafted from copper and added the natural element of warmth and liveliness, anchoring people to the origins of the project.
For standing-up signs, we focused on where it would be seen from and what the minimum height needed to be. We also studied how a user could follow the signs instinctively and enjoy a greater navigation experience through the environment.
A system of signs
The WTC project at Noida tackled various levels of design, from sensory and aesthetic to functional, in a very organic but systematic way. Several systems are operating simultaneously, and everything comes together fluidly. Our design and recognition of the importance of signs as a part of the language of spaces holistically integrate this corporate environment with nature and functionality.
Team
Ajay Sharma
Nishita Karun
Mohan Godwal
Sujatha S Kumar
Anwesha Mukherjee
Anthony Lopez
Support
Vijay Soreng
Zeena Lopez
Activation
Project Management
Supervision
Fabrication & Installation
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