The unveiling of the advertising pillar 4.0 on Riegerplatz in Darmstadt triggered a broad media response, from local newspapers and television to national quality media.
On 3 April 2025, emergenCITY scientists, together with representatives from business, politics, science and the city administration, presented the advertising pillar 4.0, which can transmit information via LED ticker even in the event of a power or network failure, to invited guests and the press on Riegerplatz in Darmstadt. More than 40 media picked up on the topic.
Zeit Online and the online edition of Süddeutsche Zeitung published the report from the German Press Agency (dpa). Hessenschau described the pillar as a ‘digital hat for emergencies’ and broadcast film clips on television and on its social networks. The Frankfurter Allgemeine Zeitung (F.A.Z.) emphasised the technical feasibility and social acceptance of the modern advertising pillar as established street furniture. The Frankfurter Rundschau newspaper also discussed the high number of existing advertising pillars, emphasising their potential for widespread use. Hit Radio FFH also reported on the project and gave the initiator of Litfaßsäule 4.0 Joachim Schulze a chance to speak. Last but not least, the Darmstädter Echo reported on the local anchoring of the project. Other local and regional newspapers, radio, television and online magazines from all over Germany also reported on the project.
Overall, the media see the advertising pillar 4.0 as a practical and self-sufficient solution for emergency communication in the event of power and grid outages. Its technical simplicity, retrofitting capability and firm anchoring in the cityscape are emphasized as strengths. The diversity of the reporting underlines the great public interest in innovative concepts for a crisis-proof infrastructure.
