Dallas, Texas – Technology and media giant AT&T has built a new venue in downtown Dallas known as the AT&T Discovery District®. The four-block building, which, according to The District’s website, “combines tech, culture and entertainment into unique experiences,” includes a network of digital displays and indoor and outdoor lighting that can be synchronized to create multi-sensory experiences create.
SNA Displays was selected to provide more than 12,000 square feet of digital canvas for massive development. In total, SNA Displays produced, delivered and installed more than a dozen LED video displays and 100 million pixels for the city’s new landmark.
The global design and architecture firm Gensler provided design, architecture and project management services for all aspects and phases of the project. Gensler worked closely with AT&T to carefully curate and manage a diverse and world-class lineup of digital artists to produce unique content that can be seen on all LED video displays, as well as design and produce various content pods themselves.
High-end LED display technology has been installed at three key locations in The District: The Plaza in the AT&T Discovery District, the AT&T Experience Store and the AT&T Headquarters Lobby. All displays are part of a digital network of seamlessly integrated media elements that enable immersive takeover moments with light, audio and creative video content made possible by a complex content and platform management system developed and implemented by Moment Factory.
The plaza in the AT&T Discovery District
The plaza in the AT&T Discovery District features an open lawn for the community, water features, the iconic Golden Boy statue, two media trellises with kinetic LED lighting with color changing and premium audio, and The Globe, a 3D LED light sculpture that depicts the AT&T brand.
The focal point of The Plaza is The Media Wall in the AT&T Discovery District, a massive 10 m high, 8,700 m² outdoor LED screen from SNA Displays that wraps around the skyscraper on the corner of Akard and Jackson Street. The LED spectacle was built from the EMPIRE Exterior Display product line by SNA Displays and has a pixel pitch of 6.67 mm, which means that the screen has more than 18 million pixels. SNA Displays supported the AT&T team in urban planning discussions and helped with technical details in the approval process. The media wall, which is attached to the building facade directly above the entrance to the AT&T Experience Store, is 84 ‘wide and winds around the building with an extremely tight 5’4 “radius, so that the breathtaking video content of the screen flows around the building . build smoothly and smoothly.
The media wall offers a resolution that is sufficient for two stacked 4K displays with space for additional content. With a total resolution of 4,752 pixels high and 3,840 pixels wide, The Media Wall is one of the largest displays with its pixel pitch in the USA.
AT&T Experience Store
The AT&T Experience Store comprises three LED displays: two flat screens and a floor-to-ceiling, LED-encased round column.
When designing the store, AT&T looked for ultra-fine LED technology that would allow visitors to explore a range of immersive experiences, including interactive, time-limited pop-ups. All of the LED screens in the store come from the BRILLIANT Interior product line by SNA Displays, each using a narrow pixel pitch of 1.92 mm.
The two LED walls are 8’10 “high and 15’9” wide (1,404 x 2,496 pixels). Unpacked, the LED screen with round columns is 9’7 “high and 17’9” wide (1,521 x 2,808 pixels).
AT&T headquarters lobby
The design concept for AT & T’s 37-story global headquarters, which includes over a million square feet of office space, was to create a modern media lobby with a unique floor-to-ceiling mix of architecture, multimedia content, and technology.
The AT&T lobby consists of eight LED-encased rectangular columns and the media box, a large three-sided video wall that serves as the center of the lobby. The LED pillars vary in height throughout the lobby and can be synchronized with the media box and the location’s extensive LED ceiling veil, a diffuse light element from the second floor that visually connects each of the lobby’s digital elements with color.
The Media Box is 13’3 ” high and 60’4 ” wide with a resolution of 2,106 x 9,568 pixels, i.e. more than 20 million pixels.
Due to the close proximity of visitors in the lobby, the media box and the digital columns were also built with 1.92 mm pixel pitch technology from the BRILLIANT interior product line from SNA Displays. In total, the video technology in the lobby comprises more than 70 million pixels and 3,000 square meters of LED screen.
The content presented in the lobby is unique and designed to create unique moments of immersion in the AT&T brand, accentuated by strategically placed audio signals that surprise and delight visitors and employees as they walk through the room.
SNA Displays worked closely with Gensler during the development of the AT&T Discovery District. SNA Displays coordinated the installation of the huge media wall with YESCO and Barnett Signs. In addition, the Beck Group provided general contractor services and monitored the installation of the AT&T lobby and the LED displays of the AT&T Experience Store. A variety of content creators have provided video and animation work for The District’s video display assets, including Ari Weinkle, BOLT, Core Creative Labs, DixonBaxi, Float4, Maaambo, Moment, Factory, MUCH Creative, Reel FX Animation, Refik Anadol Studio, Sila Sveta, and Universelles Alles.
Via SNA displays
SNA Displays brings creative visions to life by building high-end digital displays that are as vibrant and dynamic as the imagination. SNA Displays employs a team of SNAPros ™ – engineers, experienced project managers, systems experts, installation managers and support staff – whose mission is total project satisfaction.
Headquartered in Times Square, SNA Displays has worked with clients to design and build some of the largest and most iconic digital spectacles in the world. Discover how Dreams Live Digitally® on snadisplays.com.
About Gensler
Gensler is a global architecture, design and planning office with more than 50 offices worldwide. The company’s collective expertise spans aerospace, hospitality and mixed-use developments, workplace facilities and office towers to educational and sports venues, retail, common spaces and residential buildings, and digital experience design. Gensler designs resilient buildings and spaces in which we live, work and play, with an emphasis on connectivity, wellness and social justice. More information is available at gensler.com.
About the Beck Group
The Beck Group, founded in 1912, is a team of designers and builders who offer architectural and construction expertise. Further information is available at beckgroup.com.
About YESCO
YESCO has been manufacturing custom signs, lighting and other display systems for businesses of all types and sizes since 1920. Visit yesco.com for more information.
About Barnett Signs
Barnett Signs is a family run sign company founded in 1971. They provide design, approval, manufacturing, installation and maintenance services. More information is available at barnettsigns.com.
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