In the context of a smart city, the Internet of Things (IoT) plays a pivotal role in enhancing urban living by integrating various devices and systems to collect, analyse, and act on data in real time. Identification of a particular object in IoT plays a crucial role. With the heterogeneity in IoT identification, Domain Naming System (DNS) infrastructure could play a vital role in ensuring seamless communication and interoperability among the myriad IoT devices deployed across the city. This article explains the process and technicalities involved in designing and implementing a proximity-based citizen service called ‘Proxi-Produit’. The Proxi-Produit platform was built on a standard called the Object Naming Service based on DNS, which needed the cross-pollination between two different standards organisations, GS1 and IETF. We conclude by mentioning that the experience in this Proxi-Produit platform could help design and develop the tools and technology for the Digital Product Passport initiative, which will become mandatory in the EU for a range of different products.