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 | Mar 30, 2016
A technical pen for the modern age
Morpholio’s new ScalePen feature dynamically sets line weight depending on the scale or zoom level of the drawing.
Architects | Mar 29, 2016
Why drawing remains relevant in the design process
Hand-drawn concepts allow ideas to emerge and build stronger connections between the design and the audience, as Gensler Principal and Design Director Alex Fernández writes.
Education Facilities | Mar 28, 2016
Steven Holl wins invited competition to design Rubenstein Commons
The new Rubenstein Commons will be a 20,000-sf structure at the center of the campus for the Institute for Advanced Study in Princeton, N.J.
Wood | Mar 28, 2016
Waugh Thistleton designs one of the tallest timber office buildings in London
The nine-story Development House has vertical open spaces for light and air flow.
Architects | Mar 20, 2016
Ars Gratia Artis: A North Carolina architect emphasizes the value of art in its designs
Turan Duda says clients are receptive, but the art must still be integral to the building’s overall vision.
Architects | Mar 16, 2016
PGAL acquires Dallas-based Pro Forma Architecture
The merger adds a firm that has specialized in municipal projects.
Events Facilities | Mar 15, 2016
Bjarke Ingels, Foster+Partners, and Grimshaw all winners in Expo 2020 pavilion design competition
BIG designed the Opportunity Pavilion, Foster+Partners submitted the winning Mobility Pavilion, and Grimshaw created the Sustainability Pavilion.
Sports and Recreational Facilities | Mar 14, 2016
Washington Redskins tease new stadium model designed by Bjarke Ingels
The location isn't yet determined, but the new stadium will have a moat for kayaking.
Architects | Mar 11, 2016
German artist recreates Brutalist buildings with LEGO blocks
Arndt Schlaudraff brings the beauty out of the rugged, linear style of buildings most popular a half century ago.
Architects | Mar 11, 2016
Architecture for Humanity rebrands itself as Open Architecture Collaborative
With a new name, logo, and mission, the Open Architecture Collaborative is seeking a fresh start.
