To improve ease of navigation around Cambridge city, particularly for first time visitors. As a secondary objective, to design navigational aids which help to promote sustainable transport choices and ease congestion.


More than 40 people took part, with very diverse backgrounds, experiences and ages.



Jeanette Walker, the Director of the Cambridge Science Park

Francois Penz, Head of the Department of Architecture at Cambridge University

Martin Lucas-Smith of the Cambridge Cycling Campaign


Microsoft Research Cambridge and the Bradfield Centre, Cambridge Science Park


Seven teams pitched ideas and winners were selected in three categories – Best Wayfinding Idea, Best Digital Wayfinding Solution and Most Creative Wayfinding Solution.  Smart Cambridge are committed to taking some of the ideas forward to prototype stage.