Madrid’s rich cultural and architectural heritage make it a popular tourist destination. But research revealed it had a wayfinding problem: 32% of visitors and even 23% of residents had been lost in the previous week. A lack of cohesive, effective wayfinding was discouraging exploration of the city, with people preferring not to stray from the familiar.
The Leer Madrid initiative aims to improve the experience of walking throughout the city, delivering information in an accessible way to all users no matter their background, age, ethnicity or ability.
Developed alongside a local team involving Avanti Studio, Paisaje Transversal, Urban Networks and Dimas García, Applied’s cohesive on-street wayfinding system delivers information clearly via maps and signs.
Beyond functioning as a guide to the city, the signs act as touchpoints to illustrate and emphasise the character of the environment, with the system designed to reflect the city’s history, as well as its contemporary vibe. Prototypes have been installed in the Atocha and Plaza de España areas, and evaluations have been undertaken ready to move the project to the next stage of city-wide rollout.
11.2 million tourists in 2024
96% of users said the Leer Madrid system improved their pedestrian experience
97% of users encountered no difficulties using the system.
24% of the population is expected to be over the age of 65 by 2030
A major European business and visitor destination, Madrid is a city of wide impressive boulevards. Their size and strength often obscure a maze of side streets that harbour interesting communities and destinations.
All photographs ©Aramis León
Two type families from Spanish designers were chosen for the system: Multi and Radar. Radar infuses the system with Madrid’s art deco heritage, and Multi solves the practical hierarchy challenges whilst bringing warmth and a sense of welcoming to the system - reflecting the characteristics of the city of Madrid.
An independent evaluation of system prototypes has taken place. Over 11.5 days researchers spent 91 hours observing. They documented that 2099 consultations of the signs took place and 100 in-depth interviews were undertaken with users.
96% of users said the Leer Madrid system improved their pedestrian experience.
The system connects the city and its transport modes. It provides a key for navigation and exploration, and is designed to be usable by everybody, regardless of background, age, language, or physical or cognitive abilities.
Rationalising and organising nomenclature was crucial to creating a joined-up system. Then residents and visitors will find place names easy to remember, use in conversation and rely on.
Providing accessible information for everybody was a primary goal for the Leer Madrid initiative.
User research during the masterplanning phase uncovered an ageing population with less mobility and a great need to provide clear information to users with disabilities.
When evaluating system prototypes, a group of people with cognitive impairments resulting from acquired brain injury participated in the study. They supported researchers evaluating the accessibility of the system in line with masterplan requirements.
The study found the Leer Madrid system was easy to use for people with cognitive impairments.
Participants reported they were able to identify destinations and navigate to them using the maps and signs.
