Tabakalera wayfinding

Tabakalera is an international center for contemporary culture located in Donostia / San Sebastián, dedicated to fostering collaborations between diverse cultural institutions and projects. Its mission is to support the cultural and creative sector, contribute to the development of creative and critical skills in Basque society, and promote access to culture and its enjoyment.

When we began working on a complete spatial signage project, one of the most common questions posed when encountering a building with such an important legacy was:
What’s inside? What can I do here?

This uncertainty is amplified even further when, as in the case of Tabakalera, the building houses several institutions with distinct objectives and programs.

With this challenge in mind, in 2022, we embarked on a transformative process through strategic consultancy to understand how visitors perceive and navigate the space, aiming to attract a broader audience and enhance their experience.

This analysis resulted in a guiding document that informed the development and phased implementation of solutions in 2023, 2024, and 2025. Across these phases, we redefined Tabakalera’s communication with inclusive and welcoming visual elements.

The “Writing in Space” project marks the beginning of a comprehensive signage system where words are integrated into the environment to reflect the building’s identity.

We also developed a system of attractors using modular devices placed at strategic points, offering information in various formats and in three languages, making it easier for visitors to navigate the space.