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AT&T Discovery District

Transforming public spaces with media architecture

2020 - Dallas

AT&T partners with Moment Factory to reimagine the AT&T Discovery District as a living, immersive multimedia destination

AT&T and global architecture firm Gensler enlisted Moment Factory’s creative and technical teams to establish an immersive and engaging multimedia experience in the heart of downtown Dallas. The mandate included overseeing strategic project development and experiential design, including content and digital platform integration.

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Working alongside our creative partners, we approached The District as a communal space that marries physical and digital worlds; creating dynamic visual content that reflects real-time information including time of day, weather, and season.


By unlocking the potential of the Unreal Engine, our teams were able to seamlessly integrate data-driven content into the programming.


Evolving over a 24-hour period, the media wall’s original cinematic capsules offer a wide variety of high-impact show features that provide moments of collective enjoyment while a collection of ambient capsules encourage pause and relaxation throughout the day.


Behind the scenes, a custom-made digital management system created a robust control platform for the 104-foot tall, 6K media wall and an LED-powered trellis. This innovative technology platform features a content management systems (CMS) and show controls that connect and synchronize the media installations, transforming The plaza at AT&T Discovery District into a fully-immersive multimedia environment.

Aaliyeh Afshar | Adrien Zumbihl | Ajmir Kandola | Alberto Ramirez | Alexandra Lussier-Craig | Alexandre Bordereau | Alexandre Lustigman | Alexandre Michael | Alexandrine Allard | Alexis Doyon-Lacroix | Amahl Hazelton | Andrew Merkin | Arnaud Grosjean | Arnaud Lai Tham | Arnaud Mellinger | Audrey-Kim Poulin | Baptiste Olivier | Basile Buisson| Benjamin Le Talour | Benoît Giguère | Benoit Penaud | Benoit Roy | Bronwyn Averett | Caroline Benoit | Carolyne Shapiro | Catherine Giroul | Catherine Grenier | Catherine LeFoll | Charlotte Leclair | Christian Pelletier | Clementine Dufault | Daisuke Hattori | Daniel Grigsby | David Gao | David Richard | Elizabeth Sparks | Elliot Sinyor | Emilie Hudon | Ernesto Ortega | Erwan D'Orgeville | Esteban Chacin | Fady Atallah | Filis Ann Ozkurdum | Flora Bidaud | Fourat Jellouli | François Desrochers | Francis Clement | Francis Gingras | Francois Loubert-Hudon | Gabrielle Marchand Roy | Gael Szpak | Genevieve Dufault | Gregory Stankowski | Guillaume Lévesque | Hadrien Bennehard | Isabelle Letarte | Isabelle Verdon | Jakub Zuscin | Jamie Reilly | Jean-Christophe Deschenes | Jean-Daniel Caron | Jean-Simon Therrien | Jeffrey Chausse | Jenny Jodoin | Jeremie Quesnel | Jerome Gasselin | Jessica Leroux | Jimmy Mauchretien | Joe Thienbunlertrat | Joel Adria | Joel Gaudreau | Jonathan Chammas | Jonathan Fauchon | Jonathan Russell | Jordi Gauthier | Joseph Browne | Julie Tardieu | Julien Bigeault | Julien Demers-Arsenault | Karim Fakhoury | Kun Chang | Laurent Simon Lapierre | Laurent Tollard | Lena David | Louis Bressand | Louis Brochu | Louis-Philippe Ledoux | Lucas Grillet | Lucy Rybicka | Luis Aretuo | Mélanie Guilbault | Magelan Fournier-Cozic | Marianne Bousquet | Marie-Christine Laniel | Marie-Maxime Giguere | Marie-Pier Larose | Mariléa Rabbat | Marouane Ouhnana | Mateo Mazzini | Mathieu Charlebois-Lévesque | Mathieu Desilets | Mathieu Morasse | Matthieu Gourd | Maxime Chapleau | Maxime Faure | Maxime Geraldes | Maxime Grenier | Maxime Truchon | Michael D Lonardo | Michel Didier | Miquel Tura | Mohamed Ashraf | Myriam Chahbi | Myriam Dechamplain | Nikola Nenov | Olivier Lalonde | Olivier Pageau |Pascal Champagne | Pascal Michel | Patrice Bilodeau | Patrick Bisson | Philippe Morel | Pierre Emparador | Quentin Bleton | Quitterie Boissé | Raphaelle Brissette | Richard Cormier | Richard Hachem | Robert Al-Romhein | Roslane Moussouni | Ryan Hartsell | Salim Lounis | Samuel Renard | Sarah Tordjman | Simon Douville | Simon Léveillé | Simon Methot | Simon Mullot | Simon Takerkart | Sophiane Verri | Sophie Carle | Sophie Midavaine | Solveigh Dugas | Stéphane Turner | Steven Beliveau | Sun-lay Gagneux | Sylvia Mazzotti | Thibault Libert | Thibault Magni | Thijs Van Hoof | Thomas Gibault | Tim Rice | Timothy Dormady | Valérie Dupras | Vincent Beaulieu | Vincent Letellier | Vincent Pasquier | Vinicius Barros Silva | Xavier Drapeau-Mayer | Yan Hirschbuhl | Yohann Debarle | Ysella Gibson-Lobb | Yves J Bationo | Zane Kozak