Arrow, Crane

To inform the world about their (free) Ovi Maps mobile navigation software, Nokia built a house-sized, interactive signpost in the form of a dynamically rotating electronic LED screen, and hung it next to London’s Thames river, 50 meters up in the rainy sky. The gigantic structure allows passers-by to send in a location via text or email and then automatically rotates to the given direction and displays the submitted description (which are called ‘Good Things’ by Nokia, but why?) and the distance to it.

“Based on the simplest form of giving someone directions (pointing) it lets you share the places you love, or tells you about the places others love. When the signpost is live it constantly turns and shows the distance and direction to new Good Things. Submit your favorite cafe, an upcoming concert or a rare record store and the signpost will automatically turn in the right direction and the giant LED screen will light up.”

Nevertheless, the funny thing is that the crane itself is controlled by crane drivers, in a room, behind a bunch of monitors. “There we get the title, description, location and through some mapping magic we find out the direction and distance. When the Good Thing is ready we push it up on the signpost and turn it in the right direction.” You would have expected something more innovative. Watch the video below to see the thing in action.