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Dell Technologies Pixel Wall


Client: Dell Technologies & Oak View Group
Location: Moody Center Arena, Austin, Tx
Firm: Gensler
Role: Design Director

The Ask
Dell Technologies was looking for an innovative way to celebrate its sponsorship of the Moody Center and its strong ties to the University of Texas and the wider Austin community.

The Solution
Inspired by Dell’s cutting-edge server technology, ‘Pixel Wall’ is a living mural designed to engage fans in a pregame wind-up and provide an artistic backdrop for dazzling selfies. The 70 ft. long experience reacts to movement, game outcomes and custom event programming. As visitors approach, the wall jumps to life, reflecting the movement and energy of crowds entering the arena in real time.

My Role
I worked closely with the client to develop concepts aimed at engaging event goers while featuring aspects of Dell’s technology. I led a small but mighty team to execute on this innovative project on a tight timeline.

On the physical side, I lead the physical design alongside a specialty fabrication partner. We produced a number of prototypes that allowed us to get client buy-in,  work through tricky design details and ensure project success.

On the digital side, I collaborated with a team of developers to develop the custom tracking and generative visual software that power the artful canvas, allowing the installation to react to everything from individual and crowd movement to the outcome of a basketball game. 

“The University of Texas at Austin Moody Center Basketball and Events Arena (Moody Center) acts as a conduit between the university and the rest of the Texas capital – both physically through the realignment of the urban grid and culturally through the combination of interactive technology, live music and local details.”
- Denzeen

Praise
  • 2023 Austin Addy Winner, Bronze
  • Arena of the Year, Pollstar
  • Best Event Center, Austin American Statesman
  • Best Fan Experience, Austin American Statesman
  • Best Game Changing Music Venue, Austin Monthly
  • Highest Grossing Venue of the World, Billboard