Our Miami team recently collaborated with Media Pro, a branding company based in Spain, on the reopening of Miami’s historic Freedom Tower, a landmark celebrating its 100th anniversary after a two-year renovation.

Completed in 1925 and once the tallest building in the southern United States, the Freedom Tower has long been a symbol of hope and resilience. In the 1960s, it served as a processing centre for Cuban refugees, providing medical and dental services to thousands arriving from Cuba. Today, it stands as a contemporary art museum and cultural landmark, connecting Miami’s past with its vibrant creative present.

Media Pro was awarded the design and wayfinding strategy for the museum’s renovation and sought a local partner to help implement the project. Our Miami team collaborated closely with them to translate their vision into a comprehensive signage solution that enhances navigation and supports the visitor experience.

The project was divided into two phases. Phase 1 focused on interior wayfinding and signage for the FIFA Museum entrances, integrating the museum’s branding. Phase 2 expanded the system to include coded signage for offices, back-of-house, and service zones, maintaining visual consistency throughout.

Working within a historic building required creative problem-solving. Since the original stone and clay walls could not be altered, the team developed freestanding wayfinding systems and used aluminium signs mounted with VHB tape instead of fasteners, ensuring the preservation of the structure. In one gallery area, the lighting was carefully adjusted to enhance sign visibility in a dark corridor, which was designed for artwork, striking a balance between function and aesthetics.

All of the signage was produced using products from our flagship factory in Billund, Denmark, many of which were sourced from the Global Sign Family. The program included Infinity Basic Monolith freestanding signs with vinyl-wrapped graphics, Messenger Interior suspended signs, custom aluminium wall panels with MX Clips, and Infinity Basic projecting signs. The unified use of aluminium provided strength, longevity, and a refined finish, creating cohesion across all sign types.

The completed system delivers a clean, consistent, and elegant design that complements the building’s Mediterranean Revival architecture, inspired by Seville’s Giralda Tower. The signage enhances navigation and reinforces the museum’s identity, allowing visitors to explore the exhibitions with ease and leave with a lasting, positive impression.