All photometric and road (artefacts, light, signalling,…) measurements for design, performance, and standard compliance are currently based on the CIE reference observer for photometry, which is representative of human visual performance. AS we move towards L3 & 4, the urgency to develop a new reference observer representative of AD/ADAS grows. Join the newly founded Research Consortium BELLORAMA to discuss the next steps and challenges in observing static infrastructure, alongside experts and stakeholders with standardization and measurement perspective expertise.