Sensel Studio
Sensory Elusions

Smart Crossing for Direct Line


Smart Crossing for Direct Line


Direct Line presents the world's first smart crossing pioneered by Umbrellium in association with Saatchi & Saatchi: commissioning a 22m x 7.5m digital road surface constructed by Immersive AV, to respond dynamically to pedestrians, cyclists and motorists.

Tracking pedestrians, cyclists and motorists and digitising their movements, generating algorithmic zebra crossings, hazard signs and driving routes.

Photos by Owen Richards.