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Electrosonic lights up AT&T Discovery District

A new brand experience in Dallas uses the latest technologies and advanced infrastructure

Electrosonic AT&T The Globe

Electrosonic, a leading international audiovisual and technology services company, has helped create a unique city destination, transforming an urban area into an immersive mixed-use space.

The firm assisted with audio, video, control system and ICT design for the AT&T Discovery District, found in downtown Dallas, US.

The project’s ICT backbone that connects the space allows content to be shown across the District. The space includes a 104-foot 6K outdoor LED wall and The Globe, a giant rotating, interactive, 30-foot sculpture, that uses lidar sensors to detect movement and adjusts the lighting and audio in response.

The installations are connected through LED columns, video walls and an LED ‘lighting veil’ ceiling found in the lobby of AT&T’s Headquarters, as well as audio, lighting and digital signage in F&B areas.

Electrosonic AT&T Media Wall

The atmosphere of The District is brought to life using a vast broadcast infrastructure and perimeter 3D audio and lighting effects, resulting in a seamless and holistic experience.

Strategic Partner Manager at Electrosonic, Erika Kulbach says: “Electrosonic takes pride in how we build cooperation and teamwork with our creative partners. It allows us to deliver white-glove service, be a trusted and conscientious part of the design team and truly collaborate for the success of the project. “

Electrosonic Discovery District Pano

A collaborative effort

Electrosonic worked in collaboration with AT&T and Gensler, using state-of-the-art BIM modelling tools to ensure the installations deliver optimum performance. Electrosonic assisted Gensler to ensure the peak activation quality was reached and that the experience came to life as planned.

Outlining why the firm chose Electrosonic, Justin Rankin, Regional Practice Area Leader, Studio Director, Digital Experience Design, Gensler, says: 

“In partnership with AT&T, it was important that all contributors to the project could deliver at a calibre consistent with the overall vision and design intent. 

“Electrosonic’s capabilities and experience with large-scale developments and technical platforms was important and ultimately yielded – in combination with other partners and contributors – a creative and technical symbiosis that afforded us with the ability to bring such a complex digital landscape to life.”

According to Rankin, the architecture, interiors and immersive elements blur the boundaries between physical and digital in a public space for employees, visitors and the local neighbourhood.

“The combined vision for the Discovery District between AT&T and Gensler was to design a unique destination in the heart of their global headquarters that would serve as a gift to the city of Dallas and employees,” said Rankin.

“The entertainment venue is an immersive experience of light, sound and rich media – fed by a library of custom-created digital content from local and world-renowned artists”.

Also collaborating on the project were Made Music Studio, Float4 and Moment Factory.

Bringing life to the city

Through its intensive technology design and by consulting supported artists and architects, Electrosonic has created an inclusive urban experience that combines technology, culture and entertainment.

Electrosonic adds: “Our ability to lead with Technology Master Planning and infrastructural technology design supported the audio, video, ICT and control systems that created a truly immersive experience. Our deep technical experience with designing solutions for complex, large-scale, digital activation projects brought this city district to life.”

The firm’s latest collaboration follows Electrosonic’s recent independent Total Economic Impact Study that shows over 3 years leisure sites can achieve a 139% ROI by using the company’s Affinity Audio Visual Managed Services.

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Adam Whittaker, Marketing Manager, blooloop

Adam Whittaker

Adam is Marketing Manager and looks after blooloop’s communications. He studied Marketing and Advertising Management at Leeds Beckett University. You can usually find him appreciating art deco architecture, by a seaside resort, or on a theme park roller coaster.

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