Why Marriott used digital screens to teleport its HQ lobby to new climes

The brief

Pixel and Texel were hired as content curators to oversee the new Marriott headquarters’ 72’x24’’ LED Wall inside its corporate tower lobby in downtown Bethesda for its grand opening.

The idea

In addition to bringing to life over fifty 12K custom living panoramics, the team created special moments from abstract art to waterfalls that cascade over the elevator doors to greet employees and guests.

The virtual assets were crafted in the Unreal Engine, bringing dozens of living panoramas required. The leading concern was to establish a seamless and sustainable content creation. LED walls are highly cost-effective, but the content creation process for it can be a more significant headache. The panoramic images vary between brand content and custom content. This breadth of content as well as the resolution of the wall required an engine that consistently delivers unified visual content in a breathtaking way. Unreal's ubiquity and quality made it the obvious medium.

The agency admitted: ”Unreal is the key behind both the beauty and the flexibility of this content wall.”

This campaign was a winner at The Drum Awards for Out of Home 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.