Wayfinding

At Populous, we have redefined wayfinding as an essential part of the event experience — moving beyond traditional signage to create intuitive, engaging navigational journeys using a variety of media. Our approach weaves wayfinding into the architectural narrative, enhancing both the functionality and visual identity of a venue. By focusing on human behavior, anticipating users’ needs, and drawing on our unique insight into how people come together, we design systems that help guests move effortlessly making even the most complex venues feel welcoming and accessible.

Our innovative approach has shaped award-winning projects like Tottenham Hotspur Stadium, Wrigley Field, Climate Pledge Arena, and the Super Bowl — where wayfinding is seamlessly integrated from the earliest design stages. In these high-profile environments, a combination of static and digital signage works together to adapt to crowd patterns, guide fans to less congested areas, and improve overall flow throughout the venue.

We’re passionate about making complex environments easier to navigate — helping guests move with clarity, confidence, and purpose. By understanding how people experience and interpret space, we make places more intuitive, more memorable, and easier to use. Just as importantly, we help operators make the most of their investments by optimizing circulation, reducing friction points, and connecting systems for a seamless, smarter venue experience.

Our strategies strengthen spatial navigation and enhance the overall guest experience, while also establishing a distinct identity for each venue and its branding partners. Through holistic, forward-thinking design, we set the standard for how architecture can support better movement, smarter operations, and more meaningful interactions within space.