The document describes a five-step plan to modernize roadways called the "Smart Highway" developed by Studio Roosegaarde and Heijmans. The plan includes interactive and sustainable roads that can communicate with drivers and automatically adapt to traffic and weather conditions. It involves glow-in-the-dark lanes, dynamic paint, interactive lights, induction charging lanes for electric cars, and wind-powered lights. The proposal aims to create an innovative and cost-effective design that sparks future innovations for driving while also creating a more beautiful landscape.

1. Smart Highway
English V
Marketing and Communication
Angeli Souzana
Pouli Aglaia
Supervisor : Dr. Irene Chiotis-Leskowich
Athens, December 9 2013

2. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Specific Purpose
Describing the five-step plan for
modernizing roadways
Outline
I.Introduction
II.Involved Companies
III.Designer
IV.Technical Characteristics
V.General Benefits
VI.Press-Awards
VII.Realization
VIII.Conclusion

3. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Introduction

4. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
“If the road could talk to you, what would it say?”

5. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Roads Re-imagined
• Interactive and sustainable roads
• “Communication” with the driver
• Automatic adaption to traffic situation and
weather conditions

6. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Involved Companies

7. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Studio Roosegaarde
concept & design
• Design Studio of Daan Roosegaarde
• Interactive Design Lab
• Founded in 2006
• Netherlands and China

8. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Heijmans
engineering
• Property development, building and
infrastructure company
• Founded in 1923
• Netherlands, Belgium and
Germany

9. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Designer

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Daan Roosegaarde
• Dutch artist and innovator
• “Techno-poetry”
• Essene of design

11. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Technical
Characteristics
A. Glow-in-the-Dark Road
B. Dynamic Paint
C. Interactive Lights
D. Induction Priority Lane
E. Wind Light

12. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
A.Glow-in-the-Dark Road
• Glowing Lines
• Lens that absorb light at daytime
and release the energy at night
• Inspiration jelly fish

13. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
B. Dynamic Paint
• Temperature sensitive paint
• Snowflakes visible only when it’s cold

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C. Interactive Lights
• Sensors to detect an approaching car
• The light becomes brighter as the car
approaches
• Lights dim as the car passes away

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D. Induction Priority Lane
• Priority lanes that charge electric
cars
• Embedded coils

16. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
E. Wind Light
• Turbines and generators powered by the wind
• 100 kilometers from the driver's view

17. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Benefits

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• Cost-effective
• Magic Landscape
• Environmentally friendly recourses
• Sustainable

19. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Cost-
effective
Magic
Landscape
Environmentally
friendly
recourses
Sustainable

20. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Interaction between
viewer- space
Can be
implemented
on existing
roads
Innovative
design

21. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Critics
• Not been tasted for safety yet
• Require great public funds

22. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Press-Awards

23. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Press
• The Netherlands Corporate News
• The New York Times
• The Japan Times
• The Telegraph
• Reuters
• Discovery Channel
• BBC etc.

24. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Awards
• Index Award 2013 Community Category
• People’s Choice Award of CNN,2013
• Accenture Innovation Award 2013
• Tim Innovation Award
• Best Future Concept 2012 at Dutch Design
Award

25. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Realization
• Belgium, Netherlands
• Pilot Project :Brabant, Dutch province
• Glowing-Lanes Mumbai or Cape Town/Johannesburg
• Similar Projects in USA and Germany

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27. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Conclusion

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• People always had the desire to customize, personalize
their environments
• Sparks future innovation around the way people drive
and live
• The technologies used is not so breakthrough but what’s
really innovative is the idea of adapting these
technologies on modern highways?????

29. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
Bibliography

30. ATHENS UNIVERSITY OF ECONOMICS AND BUSINESS
http://www.studioroosegaarde.net/project/smart-highway/
http://www.studioroosegaarde.net/project/smart-highway/stories/#459
http://uk.reuters.com/video/2013/01/25/dutchman-brings-glow-to-night-
driving?videoId=240755570
http://www.studioroosegaarde.net/project/smart-highway/photo/#smart-highway
http://www.nytimes.com/2013/04/28/automobiles/from-holland-bright-ideas-for-
highways.html?_r=2&
http://designtoimprovelife.dk/if-the-road-could-talk-to-you-what-would-it-say/
http://www.accenture.com/Microsites/innovationawards/Pages/index.aspx
http://www.studioroosegaarde.net/info/about-daan/
http://www.treehugger.com/sustainable-product-design/index-award-winner-smart-
highway.html
http://www.dezeen.com/2013/09/02/smart-highway-project-triumphs-at-index-
award-2013/
http://www.popsci.com/technology/article/2013-04/smart-highway
http://en.wikipedia.org/wiki/Daan_Roosegaarde
https://www.facebook.com/DaanRoosegaarde
https://www.facebook.com/HeijmansNL

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• Innovative design
• Can be implemented on existing roads
• Interaction between the viewer and the space

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