The SEGD Global Design Awards celebrate excellence in experiential design, recognising projects that thoughtfully shape how people navigate and experience the built environment.
Selected from 272 entries from around the world, Masar Destination was among just 31 projects recognised, and one of only 11 to receive the prestigious Honor Award.
Leading towards the Holy Mosque in Makkah, Masar Destination spans 1.2 million square metres and is being developed to serve millions of visitors and residents. Its scale, varied topography, multiple transport modes and significant fluctuations in pedestrian movement create a complex wayfinding challenge, further shaped by the needs of a diverse international audience and the cultural and spiritual significance of Makkah.
Endpoint developed a comprehensive wayfinding strategy to simplify navigation across Masar Destination's complex network of pedestrian routes, parking facilities and transport connections. Informed by infrastructure studies and site assessments, the strategy integrates physical and digital wayfinding to support intuitive movement throughout the development. Particular attention was given to the connections between transport modes and the needs of visitors navigating the destination during periods of high demand.
A key consideration was planning for the destination's phased development, ensuring the wayfinding strategy could evolve alongside new infrastructure and changing user needs. This forward-looking approach provides a consistent framework for navigation throughout the development lifecycle, supporting a destination designed to accommodate 160,000 residents and 10 million visitors annually at full completion.
"An incredible depth of research, analysis and strategy. A case study that all signage consultants should study on how to successfully plan a comprehensive signage and wayfinding system."
- SEGD juror comment
"The depth of research for this massive project went far beyond site, traffic, tactical and target audience exploration – it delved into the psychological effects and pathos that arise when humans move through overwhelmingly crowded spaces. The strategy covered the study of every possible touchpoint for each type of visitor, whose paths (and diversions) were carefully considered, mapped out and analysed, to define a layered solution that addressed all visitor needs."
- SEGD juror comment
We're proud to see our work recognised and grateful to our collaborators and the wider team who have contributed to the project. Our special thanks to Umm Al Qura for Development and Construction for entrusting Endpoint to develop the wayfinding strategy and design for a destination that will serve millions of visitors and residents for years to come.
Read the full Awards submission here.