Europe is currently grappling with an unparalleled energy crisis, prompting governments to urge citizens at all levels to conserve power and prevent potential blackouts. In times of crisis, there is always an opportunity for reevaluation and improvement. Iberdrola, the leading wind energy provider in Europe, seized this moment to demonstrate that energy sources are abundant everywhere. They embarked on a mission to transform wasted energy into a valuable resource, pioneering the world’s first underground wind turbines called the Turnstile Turbines.
Wasted energy refers to untapped sources such as wind or any force generated by various activities. For instance, the bustling subway system in Paris, which transports around 1.7 billion people annually, can be seen as a potential source of energy. Iberdrola set out to reimagine the everyday turnstiles that commuters pass through, replacing them with functional prototypes of underground wind turbines.
To bring this ambitious idea to life, Iberdrola partnered with 14 talented students from Junia HEI, one of France’s prominent engineering schools. These students worked closely with Iberdrola engineers, creating a functional prototype that harnesses energy with each passing commuter. Drawing inspiration from real wind turbines and automatic watches, the mechanism of the Turnstile Turbines was carefully designed to resemble wind turbines, instantly conveying the new purpose of the object.
The prototypes of the Turnstile Turbines were installed at the bustling Miromesnil subway station in the heart of Paris. Remarkably, they generated over 2,200 watts of energy per day. If deployed throughout the Paris underground network, the Turnstile Turbines system could generate enough energy to power an entire subway line, resulting in an annual reduction of over 30,000 tons of CO2 emissions. Encouraged by this success, the prototypes will soon be installed in the Madrid subway as well.
The project garnered significant media attention, with more than 130 million impressions and headlining coverage in the three most prominent French newspapers. Notably, it even caught the attention of a dedicated senator and sparked extensive discussions on social media platforms. The innovative approach and environmental significance of the Turnstile Turbines resonated deeply with the public.
Iberdrola’s groundbreaking campaign received accolades at major festivals, solidifying its position as a visionary initiative. The campaign was honored at the One Show 2023, earning the esteemed “Best in Discipline” Grand Prix and a Gold Pencil in the “IP & Product Design” category.
