Mijksenaar
Mijksenaar is a Dutch wayfinding design consultancy with studios in Amsterdam and New York that develops user-centric signage, navigation, and information systems for airports, hospitals, museums, corporate campuses, and urban environments, supported by its in-house Mijksenaar Lab research institute.
- Company typePrivate
- Founded1984
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Mijksenaar does
Mijksenaar is a privately held wayfinding design consultancy founded in 1984 (website states 1986) in Amsterdam, with a second studio in New York. It designs user-centric signage, navigation and information systems for complex physical environments, organised around four service domains: Mobility, Urban, Culture and Healthcare. Its offerings span strategy, analysis, design and implementation, anchored by the proprietary ONE Principle framework (Orientation + Navigation + Experience) and supported by Mijksenaar Lab, an in-house research institute that runs behavioural experiments, usability tests, and academic collaborations with VU Amsterdam and other universities.
The firm's commercial core is bespoke wayfinding design consulting for enterprise and institutional clients, including Schiphol Airport, Moynihan Train Hall (Amtrak/LIRR), Port Authority of NY and NJ airports, ASML, Booking.com, Rijksmuseum, Museum of the Future (Dubai), Amsterdam Metro, and Indian airports such as Delhi. Engagement economics are project-based, with durations ranging from short commissions to multi-year mandates (e.g., ASML since 2017; Museum of the Future 2019-2022). Ancillary revenue lines include commissioned research through Mijksenaar Lab and educational programs through its Wayfinding Academy; no public pricing or productised SaaS is disclosed. Differentiated IP includes the ONE Principle methodology, the Beyond the Binary inclusive restroom whitepaper (SEGD Vanguard 2021), the all-gender pictogram set, and published behavioural research such as the Dutch beach safety flag study and the Amsterdam Metro inclusive signage study.
Distribution is entirely enterprise-direct through the Amsterdam and New York studios, with no self-serve or marketplace channels. Marketing relies on thought leadership (LinkedIn, Instagram, research publications, the Inclusivity Platform at inclusivity.mijksenaar.com), conference speaking, and earned industry recognition rather than performance marketing. The company is privately held with no disclosed investors, no parent company, and wholly-owned sub-brands Mijksenaar Lab and Mijksenaar Inclusivity.
Mijksenaar firmographics
Firmographics- Name
- Mijksenaar
- Legal name
- Mijksenaar
- Website
- https://mijksenaar.com
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mijksenaar is a Dutch wayfinding design consultancy with studios in Amsterdam and New York that develops user-centric signage, navigation, and information systems for airports, hospitals, museums, corporate campuses, and urban environments, supported by its in-house Mijksenaar Lab research institute.
- Ownership category
- akta.pro rank
Mijksenaar industry classification
Industry- Product category
- Wayfinding Design Services
- NAICS
- Interior Design Services (541410)
- SIC
- Services-Facilities Support Management Services (8744)
- akta.pro primary industry
- Indoor Mapping & Wayfinding Platforms (BPAMANAG)
Keywords
Where Mijksenaar is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Mijksenaar business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Wayfinding Design Consultancy: Mijksenaar generates revenue through bespoke wayfinding design consulting engagements for institutional and enterprise clients. Projects span analysis, strategy, design, and implementation phases across airports, hospitals, museums, urban environments, and corporate campuses. Revenue is project-based with engagements varying in scope and duration (e.g., ASML ongoing since 2017, Moynihan Train Hall 2019-2021, Museum of the Future 2019-2022).
- Research & Education Services: Mijksenaar Lab generates revenue through commissioned research projects and educational programs. These include workshops, lectures, and extended courses for students, design professionals, and clients, as well as custom educational programs and inclusivity workshops for organizations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Internship allowance (Amsterdam) |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Mijksenaar product offering
Product offeringCore offering
Mijksenaar is an interdisciplinary wayfinding design consultancy that creates signage, navigation, and information systems for complex environments including airports, hospitals, museums, urban areas, and corporate campuses. Services span analysis, strategy, design, and implementation phases, integrating spatial insights, psychology, and data into user-centric wayfinding systems. The firm operates Mijksenaar Lab as an in-house research institute and a Design for All inclusivity platform, supported by a Wayfinding Academy offering educational programs.
Product overview
Mijksenaar is an interdisciplinary wayfinding design consultancy with studios in Amsterdam and New York, offering a comprehensive portfolio of wayfinding solutions. Their core offering centers on wayfinding strategy and design services (including data analysis, spatial analytics, user mapping, journey creation, and information systems), supported by the Mijksenaar Lab for research and education, and the Design for All inclusivity initiative. The Mijksenaar ONE Principle (Oriëntatie, Navigatie, Experience) underpins their methodology. The company also offers specialized outputs such as the Beyond the Binary whitepaper and inclusivity toolkit, and runs the Wayfinding Academy for educational programs. The portfolio spans four domains: Mobility, Urban, Culture, and Healthcare.
Differentiator
Problem solved
Functional benefit
Brands
- Mijksenaar Inclusivity: Design-for-all platform focusing on inclusive wayfinding solutions, whitepapers, and toolkits including the Beyond the Binary initiative for inclusive restrooms.
- Mijksenaar Lab
- Mijks Academy
Products and services
- Wayfinding Strategy and Design
- Mijksenaar Lab Research Services
- Design for All Inclusivity Services
- Wayfinding Academy Educational Programs
- Beyond the Binary Inclusive Restroom Toolkit
Quantifiable outcome
- Beach flag comprehension: Correct answer rates on flag meanings doubled with the addition of pictograms to existing flags
- +2 more outcomes
Companies that use Mijksenaar
Customer profileNamed customers24 records
Segments4 records
Ideal customer profiles4 records
Mijksenaar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Mijksenaar partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core, secondary and minor.
- Vrije Universiteit Amsterdam (VU Amsterdam)coreOngoing academic partnership for wayfinding research. VU Amsterdam and Mijksenaar Lab collaborated on the beach safety flag research (leading to 5 new flags along the Dutch coastline) and the inclusive metro signage study for Amsterdam's 275,000 daily metro users. F.D. Roefs of Mijksenaar Lab is also pursuing her PhD at VU University, strengthening academic ties.
- Hogeschool voor de Kunsten UtrechtsecondarySound design partner in the Mijksenaar Lab wayfinding soundscape project for train stations, focused on creating better travelling experiences and improving accessibility for blind and partially sighted individuals.
- Koninklijke VisiocorePartner in the wayfinding soundscape project. Koninklijke Visio is an organization supporting people with visual impairments, bringing crucial accessibility expertise to the sound design research for train stations.
- BartimeuscorePartner in the wayfinding soundscape project. Bartimeus provides support to people who are blind or have a visual impairment, contributing user-centered perspectives to sound design development for train stations.
- ProRailcoreRailway infrastructure partner in the wayfinding soundscape project. ProRail manages Dutch railway infrastructure and is collaborating on research to make transportation more accessible through sound design in train stations.
- Weekend van de WetenschapminorScience communication partner contributing to the wayfinding soundscape project, helping disseminate research findings to the broader public.
- Tecne – Gruppo Autostrade per l'ItaliasecondaryItalian infrastructure company visited by the Mijksenaar team in Milano for workshops on improving highway/autostrada wayfinding. Ennio Cascetta and NET Engineering's Giovanni Acciaro provided inspiring presentations on train stations and user well-being.
- Schiphol AirportcoreSchiphol Airport cooperated in the usability testing component of the Beyond the Binary all-gender restroom research project. Testing different restroom pictograms was conducted at the airport to gather diverse user input.
- Stalled!minorOrganization cooperating in the Beyond the Binary all-gender restroom research project, contributing expertise on restroom accessibility and inclusivity issues.
- University of TwentecoreUniversity of Twente (student Noor de Wit, Industrial Design) partnered with Mijksenaar on the Beyond the Binary all-gender restroom research, bringing academic rigor to usability testing and inclusive design methodology.
- Vervoerregio AmsterdamcoreRegional transport authority that commissioned Mijksenaar to investigate metro signage effectiveness for diverse user groups (non-Dutch speakers, low literacy, mild intellectual disability). Research led to a new inclusive signage system deployed in May 2025.
- PONsecondaryPon, a global mobility company with 16,500+ employees across 65+ countries, engaged Mijksenaar to develop an inclusivity toolkit and platform for their diverse building portfolio. The platform enables building managers to conduct inclusivity scans and implement improvements.
- Billings Jackson DesignsecondaryCollaborated with Mijksenaar on the Moynihan Train Hall project in New York (2019-2021), a 255,000 sq ft flagship rail station.
- Atelier BrücknersecondaryExperience design studio collaborating with Mijksenaar on the Museum of the Future project in Dubai (2019-2022), a 60,000 sq meter cultural institution.
- Killa DesigncoreLead architects of the Museum of the Future in Dubai, working alongside Mijksenaar on wayfinding strategy for this flagship cultural institution.
- IDEAL ProjectssecondaryArchitecture firm for the Heineken Experience renovation project (2019-2022), collaborating with Mijksenaar on immersive wayfinding for the attraction.
- Haan Reclamewerk, ArtinSign, and Groeneveld ReclamesecondarySignage production partners collaborating with Mijksenaar on the ASML campus wayfinding project (ongoing since 2017).
- NIVZ (Dutch Institute for Water Safety)coreDutch Institute for Water Safety (Martin Hoogslag and Bernard Korte) collaborated on the beach safety flag research project, contributing expertise on water safety communication and supporting four years of research that led to five new beach flags.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Mijksenaar competitors and assessment
Company assessmentDirect peers
- Selbert Perkins Design: US-based wayfinding and signage design consultancy serving airports, healthcare, and cultural institutions. Direct peer to Mijksenaar in the enterprise wayfinding design category, with comparable enterprise client mix and design-led delivery model.
- City ID: UK-based wayfinding and signage strategy consultancy focused on urban, transit, and large-scale public-realm projects. Closely comparable to Mijksenaar's Urban and Mobility segments and its emphasis on strategy-led design for cities and transport networks.
- Poulin + Morris: US design firm specializing in wayfinding, signage, and identity systems for transit, healthcare, civic, and cultural clients. Direct competitor on RFPs for airports, museums, and urban wayfinding programs in North America.
- Applied Information Group: UK information-design and wayfinding consultancy with deep transport and urban-pedestrian work (e.g., Legible London). Comparable to Mijksenaar in blending typography, mapping, and signage strategy for major public-realm projects.
- C&G Partners: US design studio for wayfinding, signage, exhibits, and branded environments serving transit, cultural, and corporate clients. Direct peer in experience-driven wayfinding for major civic and commercial destinations.
- Two Twelve (a DOT Portfolio company): US wayfinding and signage consultancy with strong practice in airports, transit, and urban districts. Direct peer competing for similar enterprise RFPs as Mijksenaar in North America.
- Cartlidge Levene: UK-based graphic and wayfinding design firm with a strong civic and transit portfolio. Comparable to Mijksenaar in delivering design-led, system-based wayfinding for public infrastructure.
Broad incumbents
- Pentagram: Large multi-disciplinary design firm whose partners periodically lead wayfinding and signage projects (e.g., transit, cultural). Overlaps with Mijksenaar on enterprise wayfinding RFPs but as one capability among a much broader design portfolio.
Regional players
- Studio Dumbar: Amsterdam-based graphic design studio with strong Dutch-Design credentials, including identity and signage work. Comparable as a Netherlands-headquartered design peer, though its practice is broader than pure-play wayfinding.
Emerging players
- Mappedin: Digital indoor-mapping and wayfinding platform serving airports, malls, and healthcare facilities. Adjacent emerging competitor whose digital-first indoor wayfinding could overlap with or substitute portions of Mijksenaar's physical signage scope.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Mijksenaar social profiles
Digital presenceMijksenaar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mijksenaar leadership team
Management profileNumber of profiles
Profiles7 records
Mijksenaar subsidiaries and ownership
Company hierarchySubsidiaries2 records
Mijksenaar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mijksenaar M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mijksenaar
What does Mijksenaar do?
Mijksenaar is an interdisciplinary wayfinding design consultancy that creates signage, navigation, and information systems for complex environments including airports, hospitals, museums, urban areas, and corporate campuses. Services span analysis, strategy, design, and implementation phases, integrating spatial insights, psychology, and data into user-centric wayfinding systems. The firm operates Mijksenaar Lab as an in-house research institute and a Design for All inclusivity platform, supported by a Wayfinding Academy offering educational programs.
Is Mijksenaar a public or private company?
Mijksenaar is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mijksenaar founded?
Mijksenaar was founded in 1984. It employs 11 to 50 people.
Where is Mijksenaar based?
Mijksenaar is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Mijksenaar make money?
Two revenue lines are on record. Wayfinding Design Consultancy is the primary driver. The others are research & Education Services.
Who are Mijksenaar's main competitors?
Direct peers on record are Selbert Perkins Design, City ID, Poulin + Morris, Applied Information Group, C&G Partners, Two Twelve (a DOT Portfolio company) and Cartlidge Levene. Pentagram is listed as a broad incumbent. Studio Dumbar is listed as a regional player. Mappedin is listed as an emerging player.
Does Mijksenaar have an API?
No public API is recorded for Mijksenaar.
What industry is Mijksenaar in?
Mijksenaar's product category is Wayfinding Design Services. Its primary akta.pro industry code is BPAMANAG, Indoor Mapping & Wayfinding Platforms. Its NAICS code is 541410 and its SIC code is 8744.