Masar Destination: Shaping Makkah’s Future through Connectivity and Culture


In a visionary effort to enhance the quality of life for Makkah’s residents and
visitors, Umm Al Qura for Development & Construction introduced Masar
Destination — a groundbreaking urban development that integrates vibrant
mixed-use spaces with diverse transportation options, fostering community and
connection. This transformative project aims to enrich the visitor experience
whilst safeguarding the cultural heritage and spiritual sanctity of Makkah, in the
Kingdom of Saudi Arabia.

Agency

Practice Area

Client

Umm Al Qura for Development & Construction

Industry

The Challenge

A 1,200,000 square meter linear destination set to become a global landmark, the project presents a highly complex mobility environment shaped by its scale, high visitor volumes, varied topography, multi-modal transportation systems, and the impact of weather on pedestrian movement. Simplifying navigation within the development became a critical priority.

The site includes two major transportation hubs, designed to accommodate city and local shuttle buses, taxis, private vehicle drop-off zones, multi-story public parking facilities, the Makkah Metro, and a direct link to the Saudi High Speed Railway. In addition, the development features 158,000 square meters of pedestrian walkways and open spaces, supported by an extensive network of pedestrian underpasses that safely separate foot traffic from vehicular movement.

Project Vision

The wayfinding strategy for Masar Destination was developed with two primary objectives: simplifying navigation across the site and ensuring alignment with Makkah’s cultural and spiritual significance. The strategy focused on creating a seamless static and digital experience for a diverse, international audience whilst addressing the unique needs of those visiting for religious purposes.

We developed the comprehensive wayfinding strategy, categorizing different zones, key landmarks, and transport connectivity across Masar Destination.

Umm Al Qura for Development & Construction / Endpoint

Our design incorporates vibrant colors, universal pictograms, and large-scale signage to ease navigation and reduce stress for the high-volume of visitors moving through the space.

Umm Al Qura for Development & Construction / Endpoint

Design + Execution

The project began with a comprehensive feasibility study focused on both existing and future infrastructure needs. This included on-site assessments and extensive discussions with construction teams, contractors, and key stakeholders, ensuring a clear understanding of the project’s complexity.

The study’s findings were benchmarked against global masterplans facing similar traffic challenges. Recognizing the vast scale of Masar Destination was essential in creating a functional, user-friendly strategy capable of supporting 160,000 residents and 10 million visitors annually.

A key element of the strategy involved dividing the site into three distinct zones based on the offerings within each area. Each zone includes dedicated parking areas and multiple carpark distinctive lobbies, allowing visitors to easily locate their vehicle by remembering the lobby and level number, ensuring an intuitive, stress-free experience.

In collaboration with the Client, the design was refined with a strategic naming and zoning plan. Distinctive and universally recognized pictograms, zone identities, legible branded typography, and high-contrast colors were integrated into the wayfinding strategy to deliver an intuitive navigation system that enhances clarity, supports accessibility, and enables safe, efficient movement throughout the complex development for all visitors.

A unique letter assigned to each of the 19 carpark distinctive lobbies establishes a clear zoning system at the core of the wayfinding strategy.

Umm Al Qura for Development & Construction / Endpoint

Our naming & zoning strategy divides Masar Destination into three distinct zones, each defined by its own identity, logo, and color palette.

Umm Al Qura for Development & Construction / Endpoint

Our internal transit map integrated and displayed across bus stops throughout Masar Destination.

Umm Al-Qura

The wayfinding strategy integrates the various transportation options, considering user demographics, peak visitation times, and key destinations that are likely to experience high traffic. Clear connections between transport modes were prioritized, with digital real-time updates to be provided through various digital platforms. This holistic approach is designed to alleviate congestion during peak hours, religious festivals, Umrah, and Pilgrimage season by offering clear directions and ensuring smooth movement within the site.

In addition to the 2.5-meter site-wide map, which provides a detailed overview of the destination and its offerings, we developed a dedicated transit map illustrating the internal Masar bus routes and their connectivity to the wider city of Makkah.

To elevate the visitor experience, a smart digital wayfinding solution was introduced. This dynamic platform integrates with the physical wayfinding system, allowing visitors an interactive way to navigate independently and explore the development’s offerings. The digital system provides real-time updates with functions and features that enable users to stay informed and utilize the digital services conveniently, ensuring users stay informed throughout their journey. The team developed a unified digital experience that will integrate with mobile applications, interactive directories, and the website. This holistic framework will provide an engaging, tailored digital experience that enhances the physical wayfinding system.

With the initial phase opening in 2026 and the full masterplan scheduled for completion by 2038, the wayfinding solutions were developed to respond to every stage of the project, providing tailored strategies that adapt to evolving infrastructure, phased construction, and changing user needs throughout the development lifecycle.

Overview of the Smart Digital Experience developed for Masar Destination, designed to enable seamless, holistic engagement for both visitors and residents.

Umm Al Qura for Development & Construction / Endpoint

  1. Overview

  2. We developed the comprehensive wayfinding strategy, categorizing different zones, key landmarks, and transport connectivity across Masar Destination.

  3. Our design incorporates vibrant colors, universal pictograms, and large-scale signage to ease navigation and reduce stress for the high volume of visitors moving through the space.

  4. A unique letter assigned to each of the 19 carpark distinctive lobbies establishes a clear zoning system at the core of the wayfinding strategy.

  5. Our naming & zoning strategy divides Masar Destination into three distinct zones, each defined by its own identity, logo, and color palette.

  6. Our internal transit map integrated and displayed across bus stops throughout Masar Destination.

Project Details
An incredible depth of research, analysis, and strategy. A case study that all signage consultants should study on how to successfully plan a comprehensive signage and wayfinding system.
Juror 1
The depth of research for this massive project went far beyond site, traffic, tactical and target audience exploration–it delved into the psychological effects and pathos that arise when humans move through overwhelmingly crowded spaces. The strategy covered the study of every possible touchpoint for each type of visitor, whose paths (and diversions) were carefully considered, mapped out and analyzed, to define a layered solution that addressed all visitor needs.
Juror 2
Design Team

Fariz Ahmad (project director)
Elisa Grossetete (associate director – wayfinding strategy and creative design)
Sarah Arafat (creative lead)
Haifa Rafeeq (wayfinding designer)
Mufaddal Husein (wayfinding designer)
Harshita Raj (wayfinding designer)

Photo Credits

Umm Al Qura for Development and Construction, Endpoint (photography), Umm Al Qura for Development and Construction (videography)

Open Date

March 2026

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