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Barco awarded $18 million Contract for LED displays in Victory Park Dallas
Barco has announced that Dallas-based Hillwood, a Perot Company and Hicks Holdings, a Tom Hicks Company has selected them to provide over 46,000 OLite 510 outdoor LED modules for the new Victory Park development in downtown Dallas.
In what will become one of the largest high-definition outdoor media installations worldwide, eleven individual LED displays will be constructed at Victory Park, one of the most significant master planned urban developments in the country. The Victory Media Network will include two fixed 20' x 20' tower displays, a digital portal, and eight movable 15' x 26' LED walls (installed in two four-panel groups that face each other across the 60-foot wide Victory Plaza).
The movable media displays will be mounted on rails, and stacked two-on-two. Using the Barco Screen Movement System, the panels can be choreographed individually with discreet video and surround-sound feeds, or locked together to form 30' x 50' HD screens with true 16:9 aspect ratios. The entire project uses four million individual OLite SMT (Surface Mount Technology) LEDs, each with a capability of 185 trillion colors.
Opening in 2006, Victory Park will redefine city living in Dallas with the W Dallas Victory Hotel & Residences, emerging and reputation retail, distinctive dining, modern office space and numerous entertainment venues, including the American Airlines Center. In the open-air Victory Plaza, the Barco LED walls will offer visitors an interactive mix of advertising, education, entertainment and art, and will provide brand advertisers with an opportunity to create unprecedented immersive environments and captivating experiences.
“The project’s biggest challenge was the proximity of the crowd,” said Steve Simard, Barco’s branding market manager for the Media market. “With a maximum viewing distance of 60 feet and sharp viewing angles, Hillwood needed a technology with the highest perceived resolution, and that’s why the OLite 510 was selected. With the physical limitations in this Plaza, the Olite proved to be the very best for resolution at short distances,” noted Simard. “Equally important, the Olite gives this project the cutting-edge display technology that won’t be outdated.”
From a creative standpoint, the Barco LED walls present an opportunity to provide visitors with a true value-added experience. Jonas Woods, president of Hillwood Capital commented on the Plaza’s potential. “We expect 17 million-plus visitors annually through Victory Plaza,” said Woods. “The Victory Media Network will offer intriguing and engaging advertising and entertainment content to bring people back again and again. We liken our content to a lifestyle magazine, rich with cultural and artistic information — but continually changing in order to keep it different and fresh. To do that, we’ll be showcasing educational programs, information and digital art from local and national artists, as well as Dallas museums and galleries.”
For the Victory Media Network, video ingest and scheduling will be managed on site, but high-definition content will be created by outside agencies. “This Plaza can be a stage,” said Woods, “and a new motive for art, music and events. It gives the creative agencies and artists an opportunity to really push the envelope when it comes to this new medium. With the Barco walls, the Victory Media Network has a real ‘wow’ factor. It will be something that the world has never seen, something that celebrates Dallas’ flavor and feel.”
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