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Brief Published: 10 Jun 2013

Points: Smart Street Sign


Points is a new high-tech responsive street sign developed by New York creative agency Breakfast. The directional signpost uses information gathered from social media sites such as Foursquare, Twitter, RSS Feeds and other online sources to provide directions to real-time events happening nearby.

The 9ft signpost, which took Breakfast three years to develop, uses electrical motors to power its 360-degree rotation and uses 16,000 LEDs in the arm displays. A digital menu fitted to the main pole allows users to select the types of information they would like displayed, such as ‘breakfast’, ‘events’ or ‘shopping’. The list refreshes periodically throughout the day, according to popular activities and approaching events.

The sign can be expanded to work with almost any online data and has the potential to be deployed in a wide variety of settings – such as theme parks, music festivals, conferences, sporting events, train stations or retail parks. Alongside navigation information, the arm displays can also show live tweets and rolling news broadcasts.

Leveraging real-time information to provide better navigation and travel experiences is a growing focus for app developers. Services such as the Reisplanner Xtra App help passengers plan their journey by providing up-to-date information on congestion levels along their route. Meanwhile, brands are looking for more opportunities to engage consumers beyond the shop floor. Services such as Points could be a valuable tool to highlight a brand’s presence at busy events. See Branded Festival Experiences and The Internet of Things, part of the Thinking Digitally Industry Trend, for more.