The I Board is an intelligent billboard, uniting different programmatic elements in one single structure. The design is developed for Costa Rican based outdoor advertisement company Colorvision. Based on an analysis of the existing carriers of information, we propose a new toolbox of two and three dimensional objects for the display of commercial outdoor advertising in Central America.
Next to the commercial information, the I Board is equipped with GPS orientation and tracking devices as well as lighting and message boards, informing the passer by about the specific location, cultural activities and traffic congestions.
The adaptive billboard system enables digital billboards to change their behavior based on the density of incoming traffic (either on foot or in the car). The change to the signs is the amount of visual details displayed, so that in slower conditions, the signs show more since drivers can actually take more time to see it, while details are reduced when traffic is fast and drivers only have a sliver of time before the sign whizzes by. Regarding pedestrian traffic, a specific program of site specific information, cultural or social activities as well as the incoming public transport is displayed. Crowded sidewalks make it harder to see things, so the messages become simplified for the benefit of an increased visibility.
The design of the I Board is part of a larger strategy developed for Colorvision by A company, it is called C.A.S.E..
Credit
Oliver Schütte with Ronald Fonseca and Christian Castro.
San Jose, Costa Rica, 2010.