Large Outdoor Screens in India Target Vehicular Traffic

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Origins’ Foot-Overbridge (FOB) is India’s first ultra-modern FOB connecting commercial viability to public utility with a 42-meter long overbridge used by thousands of people every day. The idea was to create a modern infrastructure that merges commercially viable digital spaces with socially useful infrastructure. It is built with an investment of more than $1 million, and a major part of the investment has gone into building public service solutions and only a quarter has gone into the media.

Nominating Company: Origins Advertising Pvt Ltd, Lucknow, Uttar Pradesh, India
Venue: Foot-overbridge, Lucknow, India
Project: Foot-overbridge
Category: Venues & Public Spaces

BACKGROUND
We aimed to harmonize the use of the infrastructure across a spectrum of requirements including revenue generation for advertising sales, architectural integration and public utility. Origins assembled a talented multidisciplinary team to help deliver a bold expression of this idea.

The FOB features two large-format 50-foot by 10-foot digital displays placed on opposite sides facing the moving traffic, two Indoor screens targeting pedestrian traffic on the bridge and back-to-back digital screens featuring VMS system in the center. The digital experience is meticulously integrated into the architecture to create an unmatched destination.

The result is an architecture that is attractive and equipped with facilities like 24/7 free Wi-Fi, drinking water, and CCTV cameras while also featuring a total of 1,196 square feet of digital space that has translated into a one-of-a-kind landmark.

The FOB creates a big and bold impression on the city’s busiest road in Lucknow.

CHALLENGES
Every project has its own set of unique challenges. We needed to develop an integrated solution that added to the existing urban landscape as an asset while also being commercially productive at the same time –- all this under a strict deadline as the construction was to take place on one of the busiest roads in Lucknow, with high-traffic concentration at peak hours.

The technological and aesthetic challenges were to fuse together the best of the digital and physical worlds while introducing art into infrastructure.

SOLUTIONS
The ‘fusion’ required a lot of creativity. The key element in the design was to keep it attractive and eye-catching. Developing a meticulous strategy was the foundation that defined the balance between both aspects of the structure. We brainstormed with a talented team of architects to develop a design that seamlessly melted the dynamic digital space into the architecture.

Every effort was made to keep the traffic moving and the construction to cause no inconvenience to the commuters.

We ensured the construction was completed within the scheduled timeframe.

RESULTS
The result is the largest digital integration in India that has become a landmark in and of itself.

1. Two back-to-back, large-format digital advertising screens generating more than 1 million impressions per week
2. A public utility infrastructure equipped with all the necessary facilities – disabled-friendly ramps on both sides, 24/7 Free WiFi and drinking water facility, CCTV cameras, Public Information/Awareness system.
3. A modern, swanky, high-tech architecture. The design of the structure is modern and useful, and that attracts pedestrian traffic to use the bridge.
4. Innovative digital advertising space in the most prime location. The outdoor screens have long sight lines, targeting vehicular traffic.

1 Comment

  1. This project will be helpful in triggering more such ideas and concepts around the different cities as it is the 1st of it’s kind. Also with the reference of this more such digital signage vendors will get a boost in their business and they will look towards more advanced technology to implement.

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