NDI collaborates with Moment Factory to transform AT&T’s corporate HQ

NDI collaborates with Moment Factory to transform AT&T’s corporate HQ
AT&T and global architecture firm Gensler enlisted Moment Factory, a Montreal-based multimedia studio, to help develop an immersive and engaging multimedia experience in the heart of downtown Dallas. The project included overseeing strategic project development and experiential design, including content and digital platform integration.

The AT&T Discovery District, a public destination located within AT&T’s global corporate headquarters campus, was designed to create a vibrant entertainment destination, reflecting the mood and energy of the community. 

A 104-foot, 6K, Media Wall towers as the focal point of the installation and provides an immersive experience for visitors, employees, and residents. With over 18 million pixels, the Media Wall displays art content, offering a nod to AT&T’s history and values while creating moments of collective enjoyment, relaxation, and exploration. 

Content powered by real-time data switches between the physical and digital world. For example, wind and solar data power a virtual future neighborhood, inspiring visitors to consider how natural energy can transform cities. In another piece, real-time data tracking the movement of planets, moons, and stars inform a nightly virtual journey through our solar system. 

The AT&T Discovery District also includes two large two-story trellises with over 58 hundred linear feet of LED and a 30 ft tall signature globe sculpture whose mirrored outer surface reflects its surrounding buildings. Walking inside the globe, visitors can enjoy an interactive light and sound experience that senses and responds to location and movement. A content management system enables coordinated content across the globe, LED trellis, and Media Wall.

A vital part of Moment Factory’s role was creating a system that could handle a variety of content and sources, including real-time generated graphics. To meet that requirement, Moment Factory selected NDI, a royalty-free standard for capturing, transmitting, and receiving high-quality, low-latency, frame-accurate video and audio over IP.

“[NDI has] allowed us to design a system that can combine generative content capsules from any real-time engine while providing a visually seamless experience for the spectator,” says Matthieu Gourd, technical director, Moment Factory. "NDI will be one of the key components to shorten the distance between our artists and the physical creative canvas.” 

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