Annita Marshall

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  • Physical signs, like those seen in  Brisbane signs are tried and tested; effective even in the age of digital advertisement. Of course, there’s always someone looking to innovate on current techniques and methods.

    Real estate technology startup company, Compass, is looking to do exactly that with the classic real estate ‘For Sale’ sign, with their latest prototype. This new design is currently sitting at the 10th-floor conference room at the company’s headquarters, shaped like a magnifying glass. It sports a minimalist design, with matte-black pain and a glowing inner rim of its ringed frame.

    The prototype doesn’t look like much; it doesn’t even look much like a ‘For Sale’ sign. The only thing on it is the real estate agent’s  contact information and little else. But that’s the point of this new design, to broadcast to buyers that a property is up for grabs, and, with the use of embedded technology, grants access to additional information, more than the traditional printed sign can offer.

    Matt Spangler, Compass’s Chief Creative Officer, presented the prototype, showing its modular functionality, which lets the ring detach from the base, as well as detaching the printed piece in the centre to be replaced, among other functions.

    In other sectors, physical and digital technology is already merging. Signage, like  Brisbane signs have even developed with holograms and augmented reality. For real estate, however, they only online aggregators, which only replicate the function of the old-fashion classified ads.

    Compass, with the $450 million they got from the Softbank Vision Fund in December 2018, has plans  innovate real estate signage. They’re doing this with cooperation from Aruliden, a branding and design firm the company hired.

    According to Johan Liden, Aruliden co-founder and Chief Creative Officer, real estate signage hasn’t really changed or innovated in a long time, which means that innovations on the field are an opportunity waiting for someone to take it, which they plan to do with Compass’s signs.

    Perhaps the most relatable thing they’ve said on the matter is with regards to practicality; the challenge of pushing technology today, while still maintaining a reasonable time frame, costs, on top of being innovative, inspiring, and, most importantly, functional. It’s well worth asking, they say, if technology can get there, if it can get there soon, and it can get there reasonably.

    That’s just how it is when innovating, right? Practical concerns should never be disregarded, or it’ll end up into a fiasco. Let’s not name names.

    Posted by AnnitaRMarshall @ 1:42 PM

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