PenguinCube

PenguinCube We're design enthusiasts, makers, believers, storytellers, fueled on teamwork, dedication and curiosity. Design is not medium specific so why should we be?

We design brands, signage & wayfinding programmes, and product experiences.

What’s happening in Lebanon right now is deeply saddening. Lives, homes, and a sense of normalcy continue to be disrupte...
04/05/2026

What’s happening in Lebanon right now is deeply saddening. Lives, homes, and a sense of normalcy continue to be disrupted in ways that are hard to fully grasp from afar.

In the midst of this, a small but striking detail surfaced in a BBC live report. An image from American University of Beirut Medical Center, where a wayfinding sign we designed over two decades ago still stands, quietly doing its job.

It’s a small, almost incidental detail in a much larger story. But it stayed with us, as we continue to think of everyone living through this. And hope, simply, for gentler days ahead for the people of Lebanon.

A few weeks ago, we hosted a workshop with Riyadh Airports Company, exploring one key question: How can we make passenge...
31/03/2026

A few weeks ago, we hosted a workshop with Riyadh Airports Company, exploring one key question:

How can we make passenger journeys express a deeper cultural connection?

From mapping real user flows to discussing on-ground challenges, the session turned into a great exchange of ideas around design, behaviour, and experience in complex airport environments.

Great conversations, sharper insights, and a shared goal of continuing to make the inbound and outbound journey through RUH a memorable one.

📍 Riyadh

Set against the vast stillness of the Liwa desert, wayfinding becomes an experience of quiet guidance, letting it’s surr...
30/01/2026

Set against the vast stillness of the Liwa desert, wayfinding becomes an experience of quiet guidance, letting it’s surroundings take lead 🏜️

For the Liwa Camp Site in Abu Dhabi, our team designed a serene, intuitive signage system that blends seamlessly with its surroundings. Using natural materials like copper and stone, each element is carefully placed to feel grounded in the landscape - visible when needed, unobtrusive when not.

From softly lit pathways to clear, elegant markers, the system guides guests through the camp while preserving the magic of the desert night. Thoughtful icons, bilingual clarity, and minimal forms come together to support navigation without disrupting the atmosphere.

📍Abu Dhabi

Penguins spotted in Rome 🐧
09/01/2026

Penguins spotted in Rome 🐧

At The Flying Saucer in Sharjah, navigation becomes part of the art experience. Our wayfinding system takes its cues fro...
17/12/2025

At The Flying Saucer in Sharjah, navigation becomes part of the art experience. Our wayfinding system takes its cues from the building’s iconic architecture - translating its clean geometry into sleek, sculptural totems that guide without intruding.

Designed to be both functional and elegant, these elements sit quietly in the space, supporting visitors as they move through exhibitions, courtyards, and gathering areas.
A reminder that in places built for curiosity and discovery, wayfinding shouldn’t interrupt the experience - it should elevate it 💡

Designed for clarity. Inspired by the coast 🌊For the Khorfakkan Corniche, we wanted the signage to feel like it truly be...
28/11/2025

Designed for clarity. Inspired by the coast 🌊

For the Khorfakkan Corniche, we wanted the signage to feel like it truly belonged by the water - bright, breezy, and a little playful. Think vibrant panels, tall silhouettes, and sculptural cut-outs that add character without blocking those postcard-worthy views.

The goal? Keep the space joyful and easy to navigate, while letting the scenery stay the hero.

📍Sharjah

1, 2, 3 or ١, ٢, ٣ ?Across our work in the Middle East, there’s an ongoing (and often passionate) debate: Should we use ...
19/11/2025

1, 2, 3 or ١, ٢, ٣ ?

Across our work in the Middle East, there’s an ongoing (and often passionate) debate:

Should we use Indian numerals (١, ٢, ٣) or Arabic numerals (1, 2, 3) in signage and wayfinding? It’s more than just a design decision — it’s a question of clarity, identity, and cultural resonance.

Historically, Indian numerals are widely used regionally, but Arabic numerals are more globally understood and often feel easier to read in mixed-language environments.

We’ve tried them all — Indian and Arabic numerals together may result in clutter and redundancy. Indian numerals alone become a legibility issue for non-Arabic speakers. Arabic numerals alone become void of local heritage and culture.

As designers, we often face this challenge: Do we prioritise cultural specificity? Or universal legibility?

What’s the best practice? — especially across the Middle East that is also home to non-Arabic speaking expats and international visitors.

We’d love to hear your thoughts. What do you prefer to see in public spaces? What feels right to you? Let us know in the comments below 💡

Designing with heritage in mind 🗺Our team developed the wayfinding strategy and design for Al Dirah - a historic distric...
12/11/2025

Designing with heritage in mind 🗺

Our team developed the wayfinding strategy and design for Al Dirah - a historic district in the heart of Riyadh that encompasses three of the city’s oldest markets: Al Moaiqliah, Al Qaysareyah, and Ushaiqer.

The system was designed to respect the area’s traditional architecture while introducing distinct color identities for each market to enhance clarity and navigation.

The outcome is a functional, culturally rooted design that supports movement, preserves character, and enriches the visitor experience.

📍Riyadh

Our team had the opportunity to deliver an interactive way-finding session at the HQ this week in Yas Island, Abu Dh...
03/11/2025

Our team had the opportunity to deliver an interactive way-finding session at the HQ this week in Yas Island, Abu Dhabi.

What started as a presentation turned into a great exchange of insights, questions and discussions around the role of way-finding in shaping user experience.

Loved the energy in the room!

Always exciting to spot the PenguinCube logo on site 👀The Royal Diriyah Opera House is truly a marvel in the making - a ...
28/10/2025

Always exciting to spot the PenguinCube logo on site 👀

The Royal Diriyah Opera House is truly a marvel in the making - a landmark that blends culture, craft, and innovation at an incredible scale.

Proud to play a part in bringing this vision to life in Riyadh.

From Flat to Form: Learning to See in 3DGetting comfortable with visualising in 3D using Illustrator is a learning curve...
23/10/2025

From Flat to Form: Learning to See in 3D

Getting comfortable with visualising in 3D using Illustrator is a learning curve for everyone. Building depth, structure, and hierarchy in a flat interface takes practice.

But watching a design evolve — from a 2D sketch to a 3D model, then a render, and finally a built object, brings a unique clarity to the process. It’s a workflow that sharpens spatial thinking and strengthens the link between concept and ex*****on.

And no matter how many times you do it, that moment of seeing your design take shape in the real world never loses its edge. It feels just as exciting as the first time, every time!

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May Ziadeh Street
Beirut

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Tuesday 09:00 - 18:00
Wednesday 09:00 - 18:00
Thursday 09:00 - 18:00
Friday 09:00 - 18:00
Sunday 09:00 - 18:00

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+971557300353

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