Bus stops, but not as you know them

It seems that the Italians' reputation for doing it better is entirely founded.

This month saw the unveiling of the EyeStop, a new, state-of-the-art bus stop designed for the city of Florence that looks set to revolutionise bus stop advertising.

Outdoor planners, steel yourselves...

The solar-powered, glass, steel and stone structure is partially covered with touch-sensitive screens and features a range of interactive services. Passengers can plan their journey on an interactive map, surf the web and even monitor their real-time exposure to pollutants.

Best of all, the Eyestop allows passengers to track the exact location of the next bus and 'glows' at varying degrees of intensity as it approaches - surely the nirvana of bus travel?

A more formal prototype will be rolled out in October - ample time to get ahead of the game and start thinking about how you might use it for future campaigns.