Location: Dallas, TX, United States
Completion date: 2021
Transforming public spaces with media architecture – AT&T partners with Moment Factory to reimagine the AT&T Discovery District as a living, immersive multimedia destination
AT&T and global architecture firm Gensler enlisted Moment Factory’s creative and technical teams to establish an immersive and engaging multimedia experience in the heart of downtown Dallas. The mandate included overseeing strategic project development and experiential design, including content and digital platform integration.
Working alongside our creative partners, we approached The District as a communal space that marries physical and digital worlds; creating dynamic visual content that reflects real-time information including time of day, weather, and season.
By unlocking the potential of the Unreal Engine, our teams were able to seamlessly integrate data-driven content into the programming.
Evolving over a 24-hour period, the media wall’s original cinematic capsules offer a wide variety of high-impact show features that provide moments of collective enjoyment while a collection of ambient capsules encourage pause and relaxation throughout the day.
Behind the scenes, a custom-made digital management system created a robust control platform for the 104-foot tall, 6K media wall and an LED-powered trellis. This innovative technology platform features a content management systems (CMS) and show controls that connect and synchronize the media installations, transforming The plaza at AT&T Discovery District into a fully-immersive multimedia environment.