Moody Center Arena, Austin, TX

Celebrating technology and entertainment

While working with OVG on the design of Moody Center, Austin's new premiere entertainment and basketball arena, Gensler also created a one-of-a-kind interactive experience to celebrate Dell's sponsorship.

A basketball court with a crowd watching.

Challenge

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.

Purpose

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.

Experience

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.

Technical Specifications

70 ft

dynamic digital canvas

7

motion tracking cameras

1

custom AI software

A group of people walking in a room with a wall of lights.

A person standing in front of a wall with lights.

Services Provided

Architectural Design
Interior Design
Digital Experience Design
Content Design & Production
Software Development

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

“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.”

– Dezeen