Media Wall at AT&T Discovery District

Technology design for an outdoor LED wall seven stories high creates a captivating digital display on a massive scale.

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INTRODUCTION

Scale can make a real impact on an outdoor LED display. Combine a height of 7 stories with the staggering detail of 6K resolution and stunning multimedia content and you have a display that is truly spectacular – The Media Wall at The AT&T Discovery District, a mixed-use development in downtown Dallas, Texas. Electrosonic’s audio, video, control system and ICT design brings this city district spectacle to life. 

At over 104 feet high by 84 feet wide, The Media Wall dominates The District with an impressive 7-story, digital media canvas that wraps around the building. The Media Wall displays one of the largest custom-designed digital media art collections in the country with content that changes in line with time of day and other events in The District. 

Electrosonic worked in partnership with Gensler, Moment Factory, SNA Displays and Made Music Studio, designing the complete audio, video, control systems and Information and communication technology (ICT) systems for The Media Wall in 3D using the latest BIM modeling tools.

OVERVIEW

The Media Wall is an 8,700 square foot exterior LED display manufactured by SNA Displays that is integrated with the architecture that frames it. The tight radius allows the physical display and the digital art to bend around the building’s corner to create a single, seamless canvas. 

The display features a 6.67 mm pixel pitch and is one of the largest of its type in the US, with a resolution of 18.2 million pixels! 

The Media Wall displays multimedia content 24 hours a day, with shows reflecting the time of day, specific activities in The District and even mimicking the architecture on which it sits, so the display completely disappears. As well as AT&T branded content, it displays custom-designed digital media from Moment Factory, in concert with unique custom audio created by Made Music Studio. 

Content is streamed from a custom digital management system and centralized control system designed by Electrosonic and integrated with an ICT backbone that supports interconnection between all platforms and components. Content can be distributed simultaneously on The Media Wall and flow to all other spaces, which creates a seamless experience throughout The District. 

For special events such as concerts, show producers can take over The Media Wall and display their own content. Electrosonic designed the broadcast infrastructure and interconnections so that event producers can broadcast live with minimal set-up.

CHALLENGE

The challenge was to create a spectacular experience that would showcase AT&T’s brand and technology by designing an easy-to-manage audio, video, and content distribution solution for one of the largest outdoor LED displays in the country. Electrosonic’s role was to support key partners and their creative vision by providing ongoing design consulting with custom audio, video, control system and ICT design. 

This required deep knowledge of the technologies that would be used to create the video, audio and control system for the project. It also required an understanding of complex audiovisual technologies and the telecommunications technology necessary to support it, especially for a project where connectivity is at the heart of the client’s values.

SOLUTION

This iconic display incorporates LED technology with more than 18 million pixels at 6.67 mm pixel pitch. Electrosonic guided the design with cutting edge technology options, advised on the best technology hardware for the specific applications and the intent for the space, created the technology drawing packages, and reviewed the selected integrator’s on-site work and final drawings for design intent. 

Electrosonic developed the elaborate hardware technology and system design, then acted as a consultant during the entire integration and build process to ensure the system could deliver the impactful visuals and audio. Throughout the build process, Electrosonic assisted Gensler to ensure the vision and quality of the activations was maintained and that the experience came to life as intended. 

KEY TAKEAWAYS

Electrosonic’s ability to provide sophisticated technology design and consulting supported designers and content producers as they created this awe-inspiring centerpiece for The Discovery District that dominates the area and communicates AT&T brand messages in a compelling way. Electrosonic’s ability to lead with Technology Master Planning™ and infrastructural technology design supported the audio, video, ICT and control systems that created a truly dazzling spectacle. Our deep technical experience with designing solutions for high profile, large-scale, digital activation projects brought this monumental display to life.

Project Details

Client
AT&T
Partners
Gensler, Moment Factory, SNA Displays, Made Music Studio
Location
Dallas, Texas
Size
8,700 sq.ft of LED
Services
Technology Master Planning™
AV & Control Systems Design
ICT Design
Network Infrastructure Design
Broadcast Infrastructure Design
Media Wall
Specialty & Distributed Audio
Content Distribution
Our experience in designing spectacular spaces with cutting-edge technologies supported Gensler’s vision and approach to this placemaking feature. We were able to provide highly-technical design assistance with the way audio, video, media and content can all come together, interconnected by the invisible ICT infrastructure of the space.
Erika Kulbach
Strategic Partner Manager, Electrosonic
Seamless Integration The Media Wall wraps around the architecture of the building with content that flows around the corner to create a single, seamless display.
Art Brought to Life The Media Wall dominates the AT&T Discovery District with a display that’s more than 100 feet high and dynamic custom-designed content that is truly spectacular.
Vibrant Displays With more than 18 million pixels at a pixel pitch of 6.67 mm, the Media Wall displays multimedia content at 6K resolution in astonishing detail.

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