Genius Loci

Genius Loci is a brand and design firm, immersed in strategy and design for leisure and destination environments. For over a decade and a half we have consulted to many leading hotels, resorts, developers, and theme parks in actuating their brands and conceptualizing new world-leading destinations.
GLSW is the specialized signage and wayfinding division of Genius Loci, operating out of the Dubai (UAE) headquarters, consulting on projects across the globe. The integration of signage, wayfinding and environmental graphics with architecture, interior design and landscape architecture lies at the core of what we do, thereby enhancing environments and experiences.

The Team

GLSW’s team comes from a broad cross-section of the design community including brand, graphic, industrial, interior, architecture, and engineering disciplines. Our varied skills, in a collaborative studio, are crucial in resolving complex wayfinding challenges and unique design solutions for any project.


Projects include masterplans, cities, retail complexes, civic spaces, residential communities and towers, entertainment and theme parks, Food and Beverage, lifestyle resorts and boutique hotels.


GLSW offers a full suite of services to see projects through from start to finish including wayfinding strategy, signage design, technical documentation, project management, supervision and art direction.

How We Do It

We are process driven and believe that design has a fundamental role in solving challenges in an ever more complex world, the inception of this is understanding the spirit of a place, its genius loci.

GLSW takes a unique approach to wayfinding strategy and signage design by being intrinsically collaborative with other design disciplines on projects and being highly iterative with design. Thereby resolving complex wayfinding into strategically relevant solutions and designing signage that is highly functional but also creatively exceptional, relevant and definitive for a project.


GLSW’s wayfinding strategy processes have been refined over two decades on iconic developments. Our approach is a proven solution to unique challenges, enhancing the story, design and experience of each project.

We believe that by truly understanding the intent and experience of a place will the designs follow suite. Our process has proven time and again that iteration and exploration of ideas are the backbone of successful design.

Our detail design and technical packages are robust and fit-for-purpose for each project, ensuring no ambiguity and driving price parity during tendering and purchase of fabrication. Our design is only as good as its maker, which is why our project management and design teams spend a tremendous amount of time, ensuring the fabrication and installation quality adhere to the design intent.

We are involved throughout a project’s lifespan to satisfy our customers’ needs and ensure the longevity of the project.

How can we help you?

How Can We Help You?

Contact us

Please direct any enquiries, questions, comments, and collaboration proposals to
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