ITCC DIGITAL CITY

FACADE LIGHT AND MAPPING UPGRADE

MODELCRAFT FOR RAZA, PUBLIC PENSION AGENCY

ITCC Digital City is one of the landmark precincts in Riyadh, housing some of the Kingdom’s most prestigious government and private sector organisations. The precinct design is centred around four golden towers that contain a combined total of over 13,000 LED fixtures, with over 45,000 individually controllable LED modules. One massive digital light canvas.

Lead Contractor Modelcraft International Saudi were contracted by Raza and the Public Pension Agency to bring these towers to life. With technical design consultancy and project management partners Saber (now based in Riyadh), electrical contractor Al Faris, and lighting manufacturers Ausplex/Lightswarm, together the design team created a technological and creative icon for Riyadh and Saudi Arabia.

With a combination of cutting-edge technology design, 3D modelling work and an extensive network architecture, the towers operate as one large, unified canvas for content and light shows.

A powerful 3D media server translates the video signal to lighting protocols, enabling the lights to be triggered as individual pixels on a mapped geometric canvas. The towers were meticulously modelled by the design team so that a variety of templates can provide the client with content options; from a single façade to all the towers pulsing as one.

The system is controllable from mobile and touchscreen devices on a dedicated network, enabling user-friendly content upload, scheduling and playback.

Of course, the technology is simply an enabler for creativity. Modelcraft employed some of the world’s foremost creative minds to bring the content to life. NYC-based ArtVue and Morcos Key provided the concept storyboards and graphics, with Saber’s creative team leading on animation to bring the National Day 2020 content to life.