AT&T Discovery District - Digital Twin
The AT&T Discover District is a new downtown Dallas destination where tech, culture, and entertainment combine to create unique experiences. This includes two tech-saturated zones; the Plaza & the Lobby. This content visualization tool was designed to test and catalog full-resolution content that is custom created for the array of LEDs featured throughout both spaces.
This project was the first foray into a Gensler-owned digital visualization tool. So we pitched the idea to two existing clients and combined their contributions to developing this interation alongside the Netflix version.
The challenge from the client team was to make the twin look as photo-real as possible and to utilize the extremely large media library that had already in place to run the wall. As the lead on the project, we directed the client through creative, technical, and functionality decisions to create a final project they were really pleased with.
My Role - Client, Vendor, & Budget Management, Production Oversight, Scoping, Technical Production, Client Training, Internal Project Champion
Partner - Gimbal Cube
Team - Gensler DXD
Learn more about the Discovery District.
Media Wall
Key Features include:
Adjustable time of day
Pivoting between fixed POVs
Screen recording
As-built model of the building and display
Pulling from a CMS of custom content
Accurate sun placement to check window glare at different times of day
Media Wall Demo Video
This quick video shows the environmental shifts this tool offers to speed up pre-flight testing while considering elements like the sun’s reflection and the angle of the viewer.
This experience lives on a private server to allow for minimal resizing of large content files compared to running it on the web. Built using Unity and connected to an existing CMS that runs the IRL displays, this tool focused on a hyper-realistic recreation of the spaces to validate mapping, and content edits, and to test what might work when exploring content innovations and documenting past work.
Discovery District Lobby
70 Million pixels fill the lobby space. This visualizer was created to validate elements like custom-wrapped columns, unique content sizes, and playback timing.
Lobby Demo Video
Glowing with the work of Refik Anadol, this quick video shows the key features.
The lobby conditions provided some wild mapping and interaction challenges, but the team was able to sprint through solutions to provide a 1 to 1 mirror of the IRL space.
Key Features include:
Adjustable time of day
Pivoting between fixed POVs in the space
Screen recording
Pulling content from a CMS of custom created content