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A wayfinding strategy that captures the elegance and originality of the brand

Ascot Racecourse – Wayfinding strategy

A wayfinding strategy that captures the elegance and originality of the brand

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Ascot Racecourse and Royal Ascot are synonymous with glamour and elegance, however, the existing signage and wayfinding left a lot to be desired. Changes in access between race days, Royal Ascot and other events that take place at Ascot meant that existing signage was ad-hoc and felt very temporary and at odds with the atmosphere of different events.

Royal Ascot report book - Endpoint

A whole journey wayfinding approach

Working closely with Ascot’s internal stakeholders and external consultants, Endpoint developed a wayfinding strategy that took the whole site and complex event overlays into consideration. This created a solution that was flexible enough to caters for all the different ways in which the site was used, while capturing the essence of what makes a trip to Ascot such a memorable experience for customers.

Royal Ascot report book - Endpoint

300,000 visitors over 4 days

The permanent wayfinding system is designed to cope with the 300,000 visitors that attend Royal Ascot, whilst also being rigorous enough to ensure that guests can find each key destination on site independently. The new system also alleviates much of the pressure on Ascot staff and allows them to focus on providing the exemplary experience and service that people expect from a venue such as Ascot.

Wayfinding strategy book for Ascot
Royal Ascot report book - Endpoint
Royal Ascot report book - Endpoint
Endpoint wayfinding strategy work - people enjoying Ascot
Royal Ascot report book - Endpoint
Royal Ascot report book - Endpoint
Wayfinding strategy book for Ascot
Royal Ascot report book - Endpoint
Royal Ascot report book - Endpoint
Endpoint wayfinding strategy work - people enjoying Ascot