The Globe at AT&T Discovery District

Technology design for a 30-foot interactive rotating sculpture that immerses visitors in a dynamic audio and lighting experience.

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Electrosonic’s audio, video, control system and information and communications technology design for The AT&T Discovery District is a first-of-its-kind transformation of a city district into an immersive mixed-use development and a prime destination for the community of downtown Dallas, Texas. At its heart is The Globe, an iconic 30-foot interactive rotating sculpture that delights and surprises visitors with a dynamic audio and lighting experience. 

When visitors walk through The Globe, they trigger a series of lidar sensors, which transforms the audio and the light show, creating a truly personalized experience. Music and lighting also change based on speed and movement as well as the number of visitors present. 

Electrosonic worked in partnership with Gensler and Made Music Studio, designing the complete audio, video, control and information and communication technology (ICT) systems for The Globe using the latest BIM modeling tools.


The Globe is a 30-foot immersive sculpture designed by Gensler that rotates on a giant turntable. It’s the centerpiece of the AT&T Discovery District and an iconic call-out to the AT&T logo. 

As well as developing audio, video and ICT design, Electrosonic worked with AT&T and Gensler through the build and integration phase to ensure the design intent was maintained for this bespoke element. 

The massive sculpture has a mirrored outer surface that reflects surrounding buildings. Inside, 15 ribs are embedded with more than 300,000 colored LEDs, 20 speakers, 6 subwoofers and 6 lidar sensors. 

The lidar system of sensors is positioned at strategic points to capture movement. As visitors engage with the space, custom audio created by Made Music Studio swells and grows more complex as more people enter. A number of areas within The Globe are designated as triggers for special effects, where an audiovisual sequence plays continuously as visitors remain in place. 

The Globe is interconnected with audio and video throughout the Discovery District via an ICT backbone. For example, when bands play in The Globe, visitors can hear their music throughout the District. All of the systems are designed for central control so that the same content can be played across The Globe and other systems for a seamless experience.


The irregular ’canvas’ of the 30-foot custom sculpture provided both opportunities and design challenges to create a unique, dynamic experience and showcase AT&T’s technical expertise. The aim was to immerse visitors in a soundscape and lighting experience that would shift in real-time as they moved or interacted with The Globe. This required complex integration between lidar sensors, audiovisual components, content and control systems. 

Electrosonic’s role was to support key partners and their creative vision by providing ongoing design consulting with custom audio, video, control system and ICT design. This required an understanding of sophisticated audiovisual technologies and the telecommunications technology necessary to support it. 


Electrosonic guided the design with cutting edge technology options. This involved guidance on the best technology hardware for the specific applications and the intent for the space and designing the process for integrating lidar sensors with 300,000 LEDs, multiple speakers, subwoofers and the central control system. Electrosonic created the technology drawing packages and reviewed the selected integrator’s onsite work and final drawings for design intent. 

Electrosonic developed the bespoke hardware technology and system design, then acted as a consultant during the entire integration and build process to ensure the system could deliver the creative intent. Throughout the build process, Electrosonic assisted Gensler to ensure the vision and quality of the activation was maintained and that the experience came to life as intended.


Electrosonic’s ability to provide intensive technology design and consulting supported the creative team’s concept for a compelling, interactive experience. The sculpture’s capabilities demonstrate the value that sensor technology can add to sophisticated audiovisual components and thoughtful content. 

Electrosonic’s ability to lead with Technology Master Planning™ and infrastructural technology design supported the audio, video, ICT and control systems that created a truly engaging and flexible experience. Our deep technical expertise in designing solutions for high-performance, large-scale, digital activation projects brought The Globe to life.

Project Details

Gensler, Made Music Studio, Moment Factory
Dallas, Texas
30 ft. high
Technology Master Planning™
AV & Control Systems Design
ICT Design
Network Infrastructure Design
Broadcast Infrastructure Design
Specialty & Distributed Audio
Content Distribution
Project Strategy & Estimation
The Globe, which is actually the AT&T logo in three dimensions, is absolutely iconic. It encourages discovery and inspires awe. It is part of the performance space as a stage and as an inhabitable experience, harnessing incredibly sophisticated applications of technology, art and architecture.
Erika Kulbach
Strategic Partner Manager, Electrosonic
Interactive Architecture The Globe is a 30-feet interactive rotating sculpture that immerses visitors with a dynamic audio and lighting experience.
Real-Time Application As visitors move through the unique architecture of The Globe, an integrated system of lidar sensors shifts the music and lighting in real-time.
Blended Technology The Globe features more than 300,000 colored LEDs, 20 speakers, 6 subwoofers and 6 Lidar sensors to create an engaging, immersive, awe-inspiring experience.


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