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 headquarters’ 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 with 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.

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

Services Provided

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


  • Winner Best Rehab or Reuse, Dallas Business Journal, 2019 Best Real Estate Deals
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