Uptown Cairo

Collaborating with the internationally development group, Emaar, and landscape architects SWA, RSM Design designed unique and engaging roadway signage for Egypt’s newest district, Uptown Cairo. The designs seek to capture the diverse Egyptian culture through modern and engaging abstractions of form and pattern, setting this development apart and defining it as a dynamic yet timelessly elegant destination. RSM Design’s vocabulary of both vehicular and pedestrian roadway elements create a cohesive entry experience into the development and unify the varying uses adjacent to the arrival sequence. The signage and experiential graphic elements blend comfortably with the landscape and are designed to be effective identity and wayfinding tools for the various scales of travel. Traditional roadway signs are re-interpreted to create engaging and functional signage for the guest’s arrival.