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.

A large glass building with a large pillar and a large pillar.

A large room with a large glass wall and a few people.

Challenge

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.

Purpose

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.

Experience

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.

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 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

Praise

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