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Case Study: AT&T, TX

Technology and media giant AT&T has built a new downtown Dallas destination venue known as the AT&T Discovery District. The four-block development, “where tech, culture and entertainment combine to create unique experiences,” includes a network of indoor and outdoor digital display and lighting assets that can be synchronized to create multi-sensory experiences.

SNA Displays was selected to provide more than 12,000 square feet of digital canvas for the massive development. In total, SNA Displays manufactured, supplied, and installed more than a dozen LED video displays and 100 million pixels for the city’s new landmark destination.

Global design and architecture firm Gensler provided design, architectural, 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 featured across all LED video displays, in addition to designing and producing various content capsules themselves.

High-end LED display technology was installed in three key locations within The District: The Plaza at 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 of lighting, audio, and creative video content, made possible by an intricate content and platform management system engineered and implemented by Moment Factory.

The focal point of The Plaza is The Media Wall at AT&T Discovery District, a massive 104-foot-tall, 8,700-square-foot exterior LED screen from SNA Displays that wraps around the high-rise at the corner of Akard and Jackson streets. The LED spectacular was built from SNA Displays’ EMPIRE Exterior line of display products and features a 6.67 mm pixel pitch, meaning the screen includes more than 18 million pixels. SNA Displays supported the AT&T team during city planning meetings and helped with technical details during the permitting process. The Media Wall, which is mounted on the building façade just above the entrance to the AT&T Experience Store, is 84′ wide and curves around the building with an extremely tight 5’4″ radius, allowing the screen’s breathtaking video content to flow around the building smoothly and seamlessly. The Media Wall features a resolution sufficient for two 4K displays stacked on top of each other with room for additional content. With an overall resolution of 4,752 pixels high by 3,840 pixels wide, The Media Wall is one of the largest displays of its pixel pitch in the United States.

SNA Displays also coordinated with YESCO and Barnett Sign to install the media wall and deliver a screen that brings digital art and media to life.

There were no pre-existing data/video communication devices, cables, or conduits running from established audio-video electronic equipment rooms, so new video processors, switching gear, fiber, data and control cabling, and conduits were installed. As with many other large-scale displays, the big portrait subframe construction includes front access for serviceability

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