The evolution of the masterplan of the Expo was a journey in itself, undergoing 2 complete redesigns in 2015 and 2018, requiring new wayfinding and signage concepts to align to the new public realm designs. The Expo was additionally delayed for a year due to Covid-19, and had to surmount the challenges of manufacturing and shipping during a global pandemic.

As the first World Expo hosted in the Middle East, it was paramount to the organisers that designs showcase Emirati heritage and culture. Taking a deep dive into cultural traditions and artisanal crafts, Spaceagency’s signage design concept has been inspired by the Unesco-protected Emirati craft of Al Sadu weaving. Al Sadu is a traditional form of weaving practised by Bedouins in rural communities of the UAE. In times past, women would gather in small groups to spin and weave, exchanging news and occasionally reciting poetry. Such gatherings were a means of transmitting traditions. This tradition has been in steep decline since the UAE has rapidly modernised and urbanised.

Based around the concept of weaving cultures as well as the past and future together, Spaceagency developed a full suite of signage manifestations that marry local craftsmanship with state-of-the-art technology. Conceived as textile ribbons woven in between vertical ropes as on a standing loom, the signage design merges Middle Eastern decorative arts and Western design philosophy, forming part of a new, regional aesthetic. Through internal backlighting, two distinct personalities, during the day and during the hours of darkness, come to life.

The fabrication of upwards of 3,500 signage elements took place over 20 months, involving 6 fabricators from Dubai to China. Collaborators ranged from local weavers of the Al Ghadeer Crafts Foundation in the United Arab Emirates who produced 7 distinct Al Sadu woven textile patterns and colourways to identify different districts of the Expo, to large manufacturers in China who fabricated 12-metre-tall steel frames and shipped these to the Dubai Expo during the Covid pandemic. 

This international / local collaboration has been an ideal opportunity to showcase Emirati traditions on the world stage, now that the Expo has opened to an international visitor base. The collaboration with Al Ghadeer Foundation has supported the weaver’s livelihood and promotes the continuation of this strand of Emirati heritage.

The graphic design for the signage also drew on local knowledge. Following in a long tradition of iconic pictograms designed for World Expos, Spaceagency were invited to mentor a local design studio regarding the technical requirements and International standards for pictogram symbols. Spaceagency worked together with Tinkah, a Dubai-based interdisciplinary studio, on a concept that blended recognized pictograms with calligraphic Arabic letterforms. These unique symbols are used throughout the signage scheme to speak an international visual language to the wide range of visitors at the Expo.

The project has inspired an exchange of knowledge and talents that weaves together the past and future, local and global art and design in a manner that champions the best aspects of internationalism through a recognition of shared human values. The visitor’s journey through the Expo is accompanied by this narrative as they navigate from place to place.