Alcon partnered with Groove Jones to design a memorable, design-forward, projection mapping experience for their inaugural New Technology Showcase. The event brought doctors and Alcon leadership to the historic T&P Station for an elevated, conversation-driven reception. This gathering set the stage for ophthalmologists visiting Fort Worth to preview new surgical technology at the Alcon campus the following day, prioritizing an immersive atmosphere over traditional programming.
There was no presentation. No program agenda. Just a carefully crafted elevated environment designed for arriving guests, with the goal of opening the trip on a moment that felt iconic rather than expected. Groove Jones delivered the centerpiece experiences for the night: a four-panel animated projection mapping installation rendered in custom Art Deco style of the T&P Station building.
The T&P Station in Fort Worth features some of the most elaborate and best-preserved Zigzag Moderne Art Deco architecture in Texas. Designed by architect Wyatt C. Hedrick and built in 1931, the monumental complex showcases the bold, geometric aesthetic of the era.
The lavish two-story ticket lobby is the highlight of the station, featuring soaring ceilings, towering columns, and intricate inlaid metal panels.Opulent Materials: The space incorporates polished marble floors, detailed ceiling mosaics, and pristine original nickel and brass fixtures.Original Lighting: The ceiling still retains its original, sleek, streamlined Art Deco light fixtures that cast a beautiful glow across the historic space.
Art Deco Wall Animations
The T&P Station is one of Fort Worth’s most striking Art Deco landmarks. Its main terminal room features 35-foot ceilings and a primary wall composed of four large rectangular panels, an architectural detail that practically asks for projection. Groove Jones treated the wall as a single continuous composition, mapping animation across all four panels so the room read as one unified piece rather than four screens.
Groove Jones built a custom motif system drawn directly from the building’s own design vocabulary. Chevrons, sunbursts, stepped geometry, and light streaks formed the foundation, all animated with the slow, generative choreography of an ambient gallery piece rather than a presentational reel.
Woven through the abstraction were subtle ocular nods. Iris-like apertures bloomed open, dilated, and dissolved back into geometric patterns. Concentric rings echoed the architecture of the eye without ever feeling clinical or product adjacent. The references rewarded the audience of eye surgeons who noticed them, while remaining quietly elegant for everyone else in the room.
The palette grounded everything in Alcon brand colors and served as the background field for all four panels. Gold linework carried the primary graphic system, with cream accents adding warmth and contrast. The result felt unmistakably Art Deco and unmistakably Alcon, without ever overplaying either.
Groove Jones produced animated content broken into distinct vignettes, choreographed across the four-panel canvas on the 35-foot wall. The animation was engineered to loop seamlessly across the full three-hour reception window, with embedded variation throughout so the room never felt repetitive across the evening’s staggered arrivals.
A Night to Remember
The 2026 New Technology Showcase was Alcon’s first event of its scale and ambition for this audience. The Showcase Social opened the trip on a high note, giving doctors and staff a memorable, design-forward counterpoint to the focused training day that followed. The animated atmosphere did the work of a program without ever feeling like one.
Learn more about Groove Jones work with projection mapping – https://www.groovejones.com/projection-mapping-bringing-brands-to-life-with-immersive-animated-experiences
