Points Case study The Most Advanced Directional Sign by Breakfast

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The Most Advanced Directional Sign

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Industry Books, Business equipment & services
Media Case study
Market United States
Agency Breakfast
Released June 2013


Cannes Lions, 2014
INNOVATION LIONS Innovation Lions Media Description Innovation Lion

Credits & Description

Breakfast New York has created the most advanced directional sign in the world. Points is a new intelligent, rotating, digital sign that moves according to what you're looking for, what's happening around you and the time. This is real footage of Points shot in Brooklyn, NY. Everything was captured on camera, and no CG is being used.
Category: Business equipment & services
Client: Points
Agency: Breakfast, New York
Country: United States of America
Entrant: BREAKFAST New York , USA
Type of Entry: Innovation Lions Media Description
Category: Innovation Lions
Entrant Company : BREAKFAST New York, USA
Advertising Agency : BREAKFAST New York, USA
Co/Founder/Creative Director: Andrew Zolty (BREAKFAST)
Co/Founder/Tech Director: Mattias Gunneras (BREAKFAST)
Tech Lead: Mick Maloney (BREAKFAST)
Co/Founder/Accout Director: Michael Lipton (BREAKFAST)
Describe the brief from the client:
We conceived Points almost 4 years ago, and have worked on it in bits in-between client work over the past few years. In 2013, we dedicated 3 months to bring the first fully functional prototype and software platform to life and reveal it to the world.
Points is completely custom from the ground up. Every circuit board, wire, piece of aluminium and software was developed and created in-house. This isn't an Arduino project - this is the real deal.
The inspiration for Points was to show cities and businesses what happens when their technology options aren't trapped in putting up touch screens and large displays.
Points is the answer to a city's, hotel's, amusement park's, conference center's and many other's desire to provide the best wayfinding solution to ever exist. Its simple design reaches the most people possible in an area, especially when compared to the touch-screen alternative, which only reaches a handful of people a day.
The big idea is its ability to bubble up local event data that passers-by would otherwise be un-aware of. It's the stuff that even if you pulled out your phone, it wouldn't cross your mind to search for. Points uncovers all the impromptu concerts, free ice cream days, and movies in the park that, until now, have always carried on nearby, unbeknownst to you.
We built an entirely new platform, allowing businesses and cities of all size to manually or dynamically enter data that works perfectly on Points. It also can leverage almost any API on earth, including transit, bike-share, ticketing, reviews, news, etc.
Since it's release, we have designed the mass-production version which will be going into testing and certification in the coming months.
Points is an incredibly complex product to design and produce, as it needs to be able to last decades outdoors and in cities of all types and climates. We have gone great lengths to make it an incredibly robust, yet beautiful product. And yes, it can handle a teenager hanging from an arm. In fact, it can handle 4 teenagers hanging from an arm.
One of the hardest, subtle parts to create was the ability for the arms to continuously spin 360º without dealing with tangled wires. Making the product practically silent when it spins was also not easy stuff.
We continue to create portable and custom versions of Points that are rented/leased for short term use, such as brand events.
We have received over 500 serious inquiries for large-scale installations from cities and businesses, including 13 of the 50 largest cities in the world. We continue to negotiate contracts for a variety of clients, with the goal of putting signs in the pavement in the near future.
Over the next year we plan to ramp up mass production in the US. Our design process will allow each customer to customize their sign's content and physical design to suit their city/business appropriately.
Points has completely changed the way many cities and businesses imagine new technology looking and acting like on a more industrial scale. We have shaken up the signage and wayfinding industries, and they are scampering to partner with us.
Points was named one of the top 10 Innovations in Local by Fast Company, and has been invited to be showcased at many large conferences, most recently in the convention center at SXSW 2014.