The CityBreeze combines air purification through natural moss filters with a digital advertising space.

DooH eye-catcher and air freshener (Photo: Neo Advertising)

In front of the headquarters of the advertising marketing company Goldbach in Küsnacht, you can now see the future of advertising. Here stands a 75-inch LCD screen. What’s special about it is that the digital advertising space is combined with living moss and an innovative filter technology. The out-of-home marketer Neo Advertising, which is majority-owned by Goldbach, plans to market the CityBreeze screens in Switzerland.

This fits perfectly with Neo Advertising’s CO₂-neutrality strategy. A CityBreeze can clean, cool and humidify up to 1,400 cubic meters of air per hour, the equivalent of the air breathed by 2,800 people per hour. The active moss filters can remove up to 82% of fine dust from the air, verifiably improving the quality of the air in the immediate vicinity. The superhero that makes this possible is a plant that is over 450 million years old: moss has an enormous absorption surface due to its many fine, thin leaflets. The approximately 2 square meters of moss that grow in the CityBreeze correspond to an active moss surface area of 60 square meters, through which fine dust from the air is bound and metabolized. And moss can also bind moisture and release it in the form of evaporative cooling. This creates a strong, refreshing effect of about 4 degrees, which is generated by the evaporation of water. This natural wonder is actively ventilated and optimally supplied by smart technology. The CityBreeze – developed in partnership with Goldbach, Visual Art and Deutsche Telekom – is thus the first digital out-of-home solution that cools its surroundings instead of heating them up.

The combination of digital outdoor advertising and fine dust filters makes sense: both information and advertising, as well as the selective increase in air quality, are placed where as many people as possible will react to and benefit from them. Existing advertising locations can be used and sustainably upgraded by the technology with smart multiple benefits.

Christian Vaglio-Giors, CEO of Neo Advertising: “Sustainability and innovation in outdoor advertising are of key importance to us. At Neo, we strive to deepen relationships with our partners and jointly develop sustainable advertising solutions. Solutions that fit harmoniously into their surroundings and contribute to improving the quality of urban life. With Green City Solutions and the CityBreeze, we are adding a format to our portfolio that fully meets our needs as well as those of the residents and visitors of Swiss cities. We are looking forward to a long-term partnership with Green City Solutions and to the deployment of many CityBreeze screens.