Positioned as Ascott’s largest full-service MICE hotel, the development supports conventions, corporate meetings and large-scale events, alongside its hotel and serviced residence offerings.

IMMORTAL Singapore was engaged to develop the wayfinding strategy and signage system for three distinct hospitality offerings sharing the site. With Ascott towers alongside The Crest Collection, Citadines and shared facilities, the environment required a system that could direct guests efficiently while supporting the business and hospitality purpose of the development. 

The wayfinding strategy focuses on understanding incoming traffic, pedestrian routes, vehicle access, drop-off points and key decision areas to help visitors navigate from arrival through to their destination.

Beyond function, the signage was designed to complement the architecture. A visual language informed by the development’s architectural features and sense of movement was explored, with materials, finishes and detailing considered so that the signage sits naturally within the surrounding spaces and supports the brand experience. 

By bringing together navigation, architecture and visual identity, the strategy contributes to how guests understand and experience the spaces, from their point of arrival to reaching their destination. As a result, the wayfinding becomes an integral part of the brand experience.