Gimbal’s proximity beacons are small transmitters that use Bluetooth Low-Energy technology to send encrypted data to mobile devices. The beacons have become popular marketing and messaging tools for retailers (Apple Stores, Gamestop, American Apparel), sports teams and venues (the Cleveland Browns, the Miami Dolphins, Madison Square Garden, the Staples Center), and events and conferences (the U.S. Open, SXSW, Tribeca Film Festival).
When a shopper or event attendee comes in range, the beacon sends a message to a Gimbal-enabled mobile app on the person’s mobile phone. The app platform sends relevant information to the device, based on what the user has opted in for and the user’s exact location. The Miami Dolphins use Gimbal to message fans at Sun Life Stadium about where they can find shorter concession lines. The Chicago Transit Authority and advertising firm Titan have tested Gimbal beacon technology at several stations to determine whether advertising furthers engagement with transit riders.
In November, Retailigence, an online-to-online marketing platform, announced a strategic partnership with Gimbal to provide product and shopper data to retailers looking to fine-tune their marketing efforts. Presumably, retail designers could use such data to improve wayfinding in stores and even to create physical ways to influence shoppers’ traffic patterns within the store.
Not everyone’s ecstatic over the new technology. After Buzzfeed disclosed that Titan had planted 500 beacons in phone booths to push advertising, New York City officials had them removed.
Read about more innovations from BD+C's 2014 Great Solutions Report.
Related Stories
MFPRO+ New Projects | Oct 30, 2024
BIG’s One High Line finally reaches completion in New York City’s West Chelsea neighborhood
One High Line, a luxury residential project spanning a full city block in New York’s West Chelsea neighborhood, reached completion this summer following years of delays related to investor lawsuits.
Urban Planning | Oct 30, 2024
Bridging the gap: How early architect involvement can revolutionize a city’s capital improvement plans
Capital Improvement Plans (CIPs) typically span three to five years and outline future city projects and their costs. While they set the stage, the design and construction of these projects often extend beyond the CIP window, leading to a disconnect between the initial budget and evolving project scope. This can result in financial shortfalls, forcing cities to cut back on critical project features.
MFPRO+ New Projects | Oct 30, 2024
Luxury waterfront tower in Brooklyn features East River and Manhattan skyline views
Leasing recently began for The Dupont, a 41-story luxury rental property along the Brooklyn, N.Y., waterfront. Located within the 22-acre Greenpoint Landing, where it overlooks the newly constructed Newtown Barge Park, the high-rise features East River and Manhattan skyline views along with 20,000 sf of indoor and outdoor communal space.
Libraries | Oct 30, 2024
Reasons to reinvent the Midcentury academic library
DLR Group's Interior Design Leader Gretchen Holy, Assoc. IIDA, shares the idea that a designer's responsibility to embrace a library’s history, respect its past, and create an environment that will serve student populations for the next 100 years.
Resiliency | Oct 29, 2024
Climate change degrades buildings slowly but steadily
While natural disasters such as hurricanes and wildfires can destroy buildings in minutes, other factors exacerbated by climate change degrade buildings more slowly but still cause costly damage.
Office Buildings | Oct 29, 2024
Editorial call for Office Building project case studies
BD+C editors are looking to feature a roundup of office building projects for 2024, including office-to-residential conversions. Deadline for submission: December 6, 2024.
Healthcare Facilities | Oct 28, 2024
New surgical tower is largest addition to UNC Health campus in Chapel Hill
Construction on UNC Health’s North Carolina Surgical Hospital, the largest addition to the Chapel Hill campus since it was built in 1952, was recently completed. The seven-story, 375,000-sf structure houses 26 operating rooms, four of which are hybrid size to accommodate additional equipment and technology for newly developed procedures.
Multifamily Housing | Oct 28, 2024
A case for mid-rise: How multifamily housing can reshape our cities
Often referred to as “five-over-ones,” the mid-rise apartment type is typically comprised of five stories of apartments on top of a concrete “podium” of ground-floor retail. The main criticism of the “five-over-one” is that they are often too predictable.
Sports and Recreational Facilities | Oct 24, 2024
Stadium renovation plans unveiled for Boston’s National Women’s Soccer League
A city-owned 75-year-old stadium in Boston’s historic Franklin Park will be renovated for a new National Women’s Soccer League team. The park, designed by Fredrick Law Olmsted in the 1880s, is the home of White Stadium, which was built in 1949 and has since fallen into disrepair.
Laboratories | Oct 23, 2024
From sterile to stimulating: The rise of community-centric life sciences campuses
To distinguish their life sciences campuses, developers are partnering with architectural and design firms to reimagine life sciences facilities as vibrant, welcoming destinations. By emphasizing four key elements—wellness, collaboration, biophilic design, and community integration—they are setting their properties apart.
