Business Stakes
- International media watching the project
- Partnership with Studio Roosegaarde: artist vision vs engineering reality
- Multi-year maintenance contract with municipality
- Global interest to buy and install the product
Project at a Glance
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Challenge
- Failed within days
- Moisture killed electronics
- Maintenance impossible
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Constraints
- International media watching
- Artist-engineer partnership
- Harsh weather conditions
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Decisions
- Pivot to LED technology
- Custom design approach
- 2 major pivots executed
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Impact
- Patent granted
- International media coverage
- Maintenance contract completed
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The Challenge
In 2014, Heijmans partnered with renowned Dutch artist Daan Roosegaarde on an ambitious Smart Highway project. The centerpiece was Glowing Lines: photoluminescent road markings that charge during the day and illuminate highways at night.
It generated massive international media attention. Then it failed within days.
Problem
- Design looked stunning but didn't work in real conditions
- Electronics couldn't survive moisture exposure
- Cost efficient maintenance was impossible
- Heijmans' innovation reputation was at stake
The Stakes & Constraints
Technical Constraints
- Road markings visible night & day, powered on or off
- Endure years of road stress and weather exposure
- Quick to install and maintain
- Customizable to different road situations
- Easy to ship around the world
Phase 1: Fix the Failing System
Problem
The first version of the Glowing Lines was breaking down faster than it could be repaired.
Approach
Focus on improving current design to stay true to Studio Roosegaarde's vision and partnership.
- On site monitoring of installation
- Analyzed product failure through recreation in the lab
- Adding extra waterproofing solutions to protect electronics
- Improve adhesion to the road (redesign silicone profile, redesign asphalt slit, change of adhesives)
Collecting, analyzing and labeling failures
Measuring and troubleshooting the pilot installation
Recreating the moisture failures in the lab
Result
Lifespan of the Glowing Lines increased from days to months. Furthermore, a patent was granted for the new design.
Decision Made
This design of Glowing Lines was not a shipable product. Instead of an artists' vision we needed a business case as a starting point. A technology change was needed.
Phase 2: Build a Commercial Product (SenseSight)
When Roosegaarde exited the project, constraints changed. The aim was to design a product that could outlive the remaining 3 years of the maintenance contract and could be sold to all interested parties around the world. This became the SenseSight.
Key Decisions
1 Switch from photoluminescence to LED technology
Electronic Luminescent tape was too susceptible to moisture and expensive to maintain. LEDs provided controllability, longevity, and lower manufacturing costs. This was the pivot from art project to commercial product.
Lab setup to test waterproofing of custom LED strip
DMX lab setup to control RGB LED strips and program installation
Custom designed LED strip with silicon cables
2 Design for real-world installation
The design fits in a box to be shipped around the world and to construction sites. Easy to install, maintain, and replace with existing tools.
We tried different versions of the extruded silicone profile to get to maximum adhesion in the road
Each road marking consisted of a LED strip, marking and glue
Installation of the pilot on N329
3 Design according to road regulations
The design is visible day and night, even when electronics are turned off.
Prefab roadmarking to have normal visibility during the day and when the system is turned off.
Official RSAT test for roadmarking.
Lightelement still works after RSAT. Premark needs to be replaced.
Result
Lifespan increased to outlive the remaining 3 years of the maintenance contract without replacement.
Impact
3+
Years Operating
1
Patent Granted
2
Major Pivots
Delivered
- Patent granted: NL WO2017086795A1 (light-transmitting road markings)
- SenseSight system installed and functional on N329 pilot
- Art project successfully transformed into commercially viable product
Demonstrated
- Complete product development from concept to working pilot
- Enabled management to make informed decisions on project viability
While Heijmans later shifted focus to other innovation priorities, the project proved the approach and was operational for the 3 remaining years of the maintenance contract.
What Clients Say
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CTO Heijmans Technology
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Managing Director Heijmans Technology
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Director Sales, Marketing & Business Development Heijmans
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