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

At the new destination designed in downtown Dallas, At&T Discovery District, SNA Displays you have installed more than 3.657 m2 of Led technology. In total, 13 screens and 100 millions of pixels.

At&T has built a new destination in downtown Dallas known as Discovery District. A space that they define in the company as a meeting place “where technology, culture and entertainment combine to create unique experiences”. 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 get to know the telecommunications and technology brand AT&T.

SNA Displays supported the AT team&T during project planning meetings and helped 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 flagship destination.

The global design and architecture firm Gensler has provided design services, architecture and project management for all aspects and phases of the project. He worked closely with AT&T to select and manage an alignment of digital artists to produce content on all screens.

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

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

The Media Wall

The most innovative digital art canvas is The Media Wall, a Led screen for outdoors 2.651 square meters of the Empire outdoor line of 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 multi-purpose development focused on AT headquarters&T.

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

Employs a pixel pitch of 6,67 mm with a resolution of 4.752 pixels high by 3.840 width, which gives you a total of 18,2 millions of 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 narrow radius used to wrap the corner of the building. Allows content to flow through the northwest corner of the building without interruption. In this way, a complete picture on the screen wraps itself in a perfect curve.

The Media Wall runs creative content from great digital artists such as Moment Factory or Refik Anadol. In addition, 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 and Barnett Signs to install the huge 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 37 floors One AT&T Plaza. The space consists of eight digital columns evenly distributed (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 'veil'.

The Led columns vary in height according to their location in the lobby and complement the videowall with synchronized artistic content. The 'veil' is a diffuse Led lighting feature of the second floor of the lobby that improves the experience by visually connecting all the elements of digital content with color.

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

The small space between pixels of 1,92 mm and the extremely high resolution of the screens are designed for visitors who see 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, the exhibits also feature synchronized abstract art from Moment Factory and Refik Anadol.

At&T Experience Store

In the AT&T Experience Store have been installed two flat screen multimedia walls and a large curved column. The SNA Displays systems team integrated all display technology with its front system.

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

We were looking for ultra-fine tone Led technology that would allow visitors to explore with different immersive experiences, including interactive pop-ups for a limited time.

The three screens Led AT&T Experience Store belong to the brilliant interior product line of SNA Displays . Each features a pixel pitch of 1,92 mm and show content from brand experience creators Twenty Four 7. as a whole, At&T Experience Store processes a total of 11,3 millions of pixels.

Other articles on At&T, ATT Discovery District, Barnett Signs, Core Creative Labs, Gensler, Moment Factory, Refik Anadol, SNA Displays, Twenty Four 7, YESCO