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
Designers | Oct 1, 2024
Global entertainment design firm WATG acquires SOSH Architects
Entertainment design firm WATG has acquired SOSH Architects, an interior design and planning firm based in Atlantic City, N.J.
Higher Education | Sep 30, 2024
Studio Gang turns tobacco warehouse into the new home of the University of Kentucky’s College of Design
Studio Gang has completed the Gray Design Building, the new home of the University of Kentucky’s College of Design. In partnership with K. Norman Berry Associates Architects, Studio Gang has turned a former tobacco warehouse into a contemporary facility for interdisciplinary learning and collaboration.
Warehouses | Sep 27, 2024
California bill would limit where distribution centers can be built
A bill that passed the California legislature would limit where distribution centers can be located and impose other rules aimed at reducing air pollution and traffic. Assembly Bill 98 would tighten building standards for new warehouses and ban heavy diesel truck traffic next to sensitive sites including homes, schools, parks and nursing homes.
Laboratories | Sep 27, 2024
Traditional lab design doesn't address neurodiverse needs, study finds
A study conducted by ARC, HOK, and the University of the West of Scotland, has revealed that half (48.1%) of all survey respondents who work in laboratory settings identify as neurodivergent.
Laboratories | Sep 26, 2024
BSL conversions: A cost-efficient method to support high-containment research
Some institutions are creating flexible lab spaces that can operate at a BSL-2 and modulate up to a BSL-3 when the need arises. Here are key aspects to consider when accommodating a rapid modulation between BSL-2 and BSL-3 space.
MFPRO+ News | Sep 24, 2024
Major Massachusetts housing law aims to build or save 65,000 multifamily and single-family homes
Massachusetts Gov. Maura Healey recently signed far-reaching legislation to boost housing production and address the high cost of housing in the Bay State. The Affordable Homes Act aims to build or save 65,000 homes through $5.1 billion in spending and 49 policy initiatives.
Designers | Sep 20, 2024
The growing moral responsibility of designing for shade
Elliot Glassman, AIA, NCARB, LEED AP BD+C, CPHD, Building Performance Leader, CannonDesign, makes the argument for architects to consider better shade solutions through these four strategies.
Mixed-Use | Sep 19, 2024
A Toronto development will transform a 32-acre shopping center site into a mixed-use urban neighborhood
Toronto developers Mattamy Homes and QuadReal Property Group have launched The Clove, the first phase in the Cloverdale, a $6 billion multi-tower development. The project will transform Cloverdale Mall, a 32-acre shopping center in Toronto, into a mixed-use urban neighborhood.
Codes and Standards | Sep 19, 2024
Navigating the intricacies of code compliance and authorities having jurisdiction
The construction of a building entails navigating through a maze of regulations, permits, and codes. Architects are more than mere designers; we are stewards of safety and navigators of code compliance.
Higher Education | Sep 18, 2024
Modernizing dental schools: The intersection of design and education
Page's John Smith and Jennifer Amster share the how firm's approach to dental education facilities builds on the success of evidence-based design techniques pioneered in the healthcare built environment.
