Exploring and navigating a performing arts hub
Amare is the cultural epicentre of the performance arts in The Hague. A large architectural complex bustling with thousands of daily visitors. An inspiring gathering place to enjoy exceptional theatre, dance, music, and more. Silo, as Amare’s strategic partner for branding and spatial experience, has developed wayfinding solutions that enhance the inviting atmosphere at Amare.
Client
Stichting Amare
Partners
Architects: NOAHH, JCAU, Brunn Ontwerp, Aziz Bekkaoui
Mock-up facade branding
Cultural multi-use complex
Located at the cultural Spui square, adjacent to the city hall, Amare is home to four prominent organisations. Housed within a unified structure are four expansive performance halls, each with its own unique character. Enveloping them are music and dance studios, classrooms, and support facilities, forming a creative shell.
The ground floor and first floor extend into public space, offering an abundance of activities, facilities, and experiences that entice visitors to explore the building and not just pass by.
Dual perspectives
Effective wayfinding seamlessly integrates into each person’s journey, guiding them intuitively from their starting point to their destination. Given Amare’s multifaceted nature, its enticing programming and central location, the venue will attract very diverse groups of visitors.
Instead of delving into an exhaustive inventory of potential user scenarios, we focused on two distinct perspectives: those heading straight to their intended destination and those who enjoy wandering around and discovering.
Zoning for clarity
Following the analysis of the building and visitor flows, three zones emerged. The first encompasses connection zones, always accessible and serving as meeting points for various user groups. The second comprises transitional areas, sometimes public and sometimes private, adapting based on the ongoing programming.
Lastly, the main destinations are ticketed or private spaces, where visitors arrive with a clear purpose. The key decision points at the borders of these zones received special attention in our wayfinding design.
Unmistakably Amare
The architecture, branding and context inform the designs for the different wayfinding elements. Looking at the fine lines of the facade collums, we devised a distinctive graphical approach with disarming pictograms. From the brand identity of Amare, we embraced the idea of volume and folding to build up the signs.
Ultimately, by utilising specific areas within the building, we created interventions that infuse the interior with a dynamic vibe that is unmistakably Amare.
