AT&T Discovery District, Dallas

Boldly Creating a Destination for Urban Discovery

Innovating at the intersection of technology, media, and culture, AT&T partnered with Gensler to rethink its headquarter's role as a magnetic new public space for Downtown Dallas.


Beyond reinvigorating a corporate campus and downtown Dallas, AT&T wanted to leverage technology and media to create an entertainment destination, while heightening brand awareness and driving revenue for local businesses.


Concepting the headquarters of a global leader required Gensler to think big about how to create belonging, both among AT&T’s diverse talent base and for the Dallas community at large. We wanted a place that would inspire employees with a vision of AT&T’s future and a strong connection to the local vibe.


Reflecting the iconic nature of the project, an urban entertainment platform was designed to include a 104-foot media wall, immersive lobby, interactive sculpture, building-scale media trellises, an integrated sound system, and in-ground lighting. With unified technology touchpoints across the entire campus, the result is an experience-rich environment that serves as the magnetic center stage of the city.

A large colorful building with a fountain in front of it.
A high angle view of a building.
Technical Specifications
140k sqft
of fully connected and immersive digital platforms
104 ft. tall
and 90 feet wide media wall, one of the largest in the U.S.
120+ million
LED pixels capable of operating in unison via integrated CMS
48+ hours
of bespoke, artistic content we helped concept, design, and integrate
A building with a large glass window.
A large building with a large glass ceiling.
A person walking in a large room with a stage and a large screen.

Services Provided

  • Architectural Design
  • Content Design
  • Content Strategy
  • Experience Strategy
  • Technology Implementation
  • Urban Planning
  • User Experience Design


  • Finalist, Corporate Project of the Year, AV Magazine, AV Awards, 2022
  • Finalist, Urban Land Institute, ULI Americas Awards for Excellence, 2022
  • Built Project Award Winner, Greater Dallas Planning Council, Urban Design Awards, 2021
  • Silver Winner, Interior Design or Commercial Category, International Design Awards, 2020
  • Winner, Rehab or Reuse Category, Dallas Business Journal, Best Real Estate Deals, 2019
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