1.2-kilometer digital ribbon elevates a natural indoor oasis to create an immersive passenger experience.
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‘The Orchard’ at Doha's Hamad International Airport is a remarkable indoor tropical garden and water feature that provides travelers with an oasis of tranquility. Surrounded by a stunning 1.2-kilometer, ultra-high-resolution LED ribbon covering two storeys, it features over 169 million pixels of animation power. This extraordinary addition enhances the overall passenger experience and is part of the airport's transformation into one of the world's premier travel hubs.
The concept design and creative media development was created by Moment Factory, whom Electrosonic has worked with on numerous airport projects around the world. Electrosonic then partnered with Smart Monkeys to design a video delivery and control system to drive the dynamic display of digital art that engages and inspires travelers using the ISAAC virtualized platform.
Photos courtesy of Moment Factory
The Orchard creates a calm, natural environment where passengers can meet or relax between flights. Travelers encounter 6,000 square meters of indoor tropical gardens and 575 square meters of moving water that promote calmness and well-being.
The concept design and creative media development of the digital ribbon was created by Moment Factory and is driven using technology designed by the Electrosonic and Smart Monkeys collaboration.
The ribbon amplifies the sophisticated architecture of the terminal and unifies it with The Orchard’s natural features showcasing digital art and surreal graphics inspired by Qatari architecture, culture and landmarks. Every hour, the ribbon synchronizes with other displays around the terminal to create a moment of magical transformation.
The LED ribbon display presets dynamic custom-designed content at an impressive quality of 169 million pixels to optimize travelers’ viewing experience and reinforce the airport’s commitment to quality and elegance.
To control the display and maintain quality throughout the 1.2-kilometer ribbon, Electrosonic collaborated with Smart Monkeys and TAV Technologies to design an innovative content management and media delivery system that simplifies management of the entire infrastructure.
Efficiently delivering extensive amounts of high-resolution digital content to a 1.2-kilometer-long ribbon display required careful management of 169 million pixels to ensure the highest possible viewing quality. This complexity was compounded by the presence of curved segments and non-linear corners in the ribbon design.
The project had to meet rigorous airport security standards and adhere to a challenging timeline, which was further accelerated by the upcoming 2022 FIFA World Cup.
Electrosonic collaborated with Smart Monkeys to design a large video playback, pixel management and content management system, all controlled by the ISAAC platform. AV Stumpfl (Pixera) media servers bring the project to life, managing pixels and delivering content. Electrosonic’s experience in high-security environments like airports and strong collaborative relationships with technology partners ensured timely success.
The impressive digital ribbon enhances the ambiance and sophistication of The Orchard’s natural surroundings. This oasis within a busy terminal perfectly complements the airport’s luxury retail environment, significantly enhancing the passenger experience.
The digital content of the ribbon reflects local cultural influences and plays a pivotal placemaking role in elevating Doha and Qatar as sought-after destinations.
