SNA Displays provides Led technology to the AT&T Discovery District

At the newly designed destination in downtown Dallas, AT&T Discovery District, SNA Displays has installed more than 3.657 m2 of Led technology. In total, 13 screens and 100 million pixels.

AT&T has built a new destination in downtown Dallas known as Discovery District. A space that the company defines as a meeting place “where technology, culture and entertainment combine to create unique experiences”. Some experiences that are shown in more than 3.657 square meters of digital canvas designed with LED technology SNA Displays.

It is a place for the public and professionals to enjoy an immersive technology experience, understand the power of networks, interact with new experiences and learn about the AT telecommunications and technology brand&T.

SNA Displays supported the AT team&T during project planning meetings and assisted with technical details. It also manufactured and installed the main digital display systems. It was selected to provide more than 3.657 square meters of digital canvas. In total, has manufactured, supplied and installed 13 Led screens and 100 millions of pixels for the city's new emblematic destination.

The global design and architecture firm Executioner has provided design services, architecture and project management for all aspects and phases of the project. Worked closely with AT&T to select and manage a lineup of digital artists to produce content across all screens.

High-end Led screens have been installed in The AT&T Experience Store and the lobby of AT headquarters&T, although the most innovative canvas is The Media Wall.

They are all part of a digital network of integrated multimedia elements that allow immersive experiences with lighting control, creative audio and video content, which is made possible by an intricate platform and content management system designed and implemented by Moment Factory.

The Media Wall

The most innovative digital art canvas is The Media Wall, an outdoor Led screen 2.651 square meters of the Empire outdoor line by SNA Displays.

This surrounds the skyscraper that houses the AT&T Experience Store on the corner of Akard and Jackson Streets. It is the highest-profile component of AT's headquarters-focused multi-use development&T.

The Media Wall is a focal point in the Discovery District and features enough resolution for two 4K displays stacked on top of each other with room for a digital marquee.

It uses a pixel pitch of 6,67 mm with a resolution of 4.752 pixels high by 3.840 wide, which gives you a total of 18,2 million pixels. It is one of the screens with a pixel pitch of 6,67 largest mm in the United States.

One of the identifying features of this canvas is the tight radius used to wrap around the corner of the building.. Allows content to flow through the northwest corner of the building without interruption. In this way, an entire image on the screen is wrapped in a perfect curve.

The Media Wall runs creative content from great digital artists like Moment Factory or Refik Anadol. Besides, The entire screen is linked to a single central control system that incorporates other multimedia elements, including other screens, audio and lighting systems.

SNA Displays worked with Gensler, Yesco y Barnett Signs to install the enormous multimedia wall and offer a screen that “brings art and digital media to life in great detail”.

As with many other large scale displays, Vertical subframe construction includes front access for easy service.

The Discovery District lobby

A key interior element of the project has been the lobby of the office tower of 37 flats One AT&T Plaza. The space consists of eight evenly distributed digital columns (one of which is divided by the second level of the lobby), a large three-sided video wall known as 'Media Box' and an expansive roof called 'velo’.

The LED columns vary in height depending on their location in the lobby and complement the video wall with synchronized artistic content. The 'veil' is a diffused LED lighting feature on the second floor of the lobby that enhances the experience by visually connecting all digital content elements with color.

For Led and Media Box columns, that offer employees and visitors a cohesive digital experience that is engaging, interactive and unique, architecture and design firm Gensler selected the interior solution Brilliant de SNA Displays.

The reduced space between pixels of 1,92 mm and the extremely high resolution of the screens are designed for visitors who view them very close. In total, the lobby has almost 75 millions of pixels and 914 square meters of Led surface.

Core Creative Labs has provided most of the content for the lobby. However, as with the rest of the Discovery District, Exhibits also feature synchronized abstract art by Moment Factory and Refik Anadol.

AT&T Experience Store

An electric AT&T Experience Store two flat screen multimedia walls and a large curved column have been installed. The SNA Displays systems team integrated all display technology with their front-end system.

These Led screen assets are the key elements of the cutting-edge retail store, whose entrance is just below The Media Wall.

Ultra-fine LED technology was sought that would allow visitors to explore with different immersive experiences., including interactive pop-ups for a limited time.

The three AT Led screens&T Experience Store belongs to the Brilliant line of interior products from SNA Displays . Each one has a pixel pitch of 1,92 mm and they show content from brand experience creators Twenty Four 7. On the whole, AT&T Experience Store processes a total of 11,3 million pixels.