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The Velvet Principle

Brief: Wayfinding strategy, sign design & tender

Sector: Mixed Use – Office & retail

Client: S&T, Douglas Wallace

The Waterfront is a mixed-use retail and office scheme located in an enviable position overlooking the sea and Shatti Beach in Muscat, Oman, comprising:

  • ground and first floor 'high end' retail and food & beverage, 
  • a further three floors of office space, 
  • three levels of underground car parking and
  • external surface parking.

The development will add significantly to the volume and quality of the existing retail/leisure amenity in the area and is set to establish The Waterfront as a go to destination, drawing in visitors from beyond the immediate locale. As such, part of the wayfinding strategy involved bringing The Waterfront brand out into the public realm to provide authoritative guidance on the broader offer. 

Use of the brand palette – yellow, sky blue and cobalt blue – in the car parks and public realm, reinforce the identity and provide a clear indication that visitors have arrived at The Waterfront. A key challenge was to ensure that retail and office visitors are directed to the correct entrances.  To differentiate between these functions, signs related to the offices feature the sky blue and retail/leisure cobalt. Yellow is used throughout, acting as a thread linking the activities together under the one unifying brand.