AT&T Discovery District
The Discovery District is the Global Headquarters for AT&T and represents a global and local beacon for AT&T's business and brand. Located in downtown Dallas, the Discovery District is made up of a diversity of digital and physical experiences including a large media wall, connected lighting and sound, green space, dining and a stage that work together to create an immersive and entertaining public space.
The district acts as a hub for AT&T business, while simultaneously creating a new urban attraction for the city of Dallas. It’s a space where humanity, technology, media and telecommunication intersect.
Innovating at the intersection of technology, media, and culture, AT&T partnered with Gensler to rethink its headquarters’ role as a monumental and magnetic new public space for downtown Dallas.
My role
I served as Creative Director, overseeing the development from initial concept sketches to final installation. During this time I led a team of designers, researchers, and technologists in collaboration with architects and artists to bring the Discovery District to life.
Challenge
Following its acquisition of Time Warner Inc., AT&T worked with us to reimagine its headquarters alongside its expanding role as a global media company. Beyond reinvigorating a corporate campus and downtown Dallas, we were challenged to use technology and media to create an entertainment destination, while heightening brand awareness.
Purpose
Concepting the headquarters of a global leader required us to think big about creating belonging, both among AT&T’s diverse talent base and for the Dallas community at large. We aspired to boldly express the fabric of AT&T’s brand and cast the company’s culture of connection in a Texas-sized transformation of the city’s urban core.
Experience
Reflecting the iconic nature of the project, an urban entertainment platform was master planned to include a 104-foot media wall, immersive lobby, interactive sculpture, and integrated sound and 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.
140k sq. ft.
of fully connected and immersive digital platforms, custom designed to engage audiences, heighten brand awareness and elicit a sense of discovery.
120+ million
individual LED pixels displaying vivid color and capable of operating complete unison across the District via integrated content management system.
48+ hours
of bespoke, artistic and awe-inspiring content we helped concept, design and integrate into a strategically curated, 24-hour run of show.
104 ft. tall
and almost 90 feet wide, the Media Wall at the AT&T Discovery District captivates audiences of all ages and is one of the largest of its kind in the U.S.
The various digital platforms within the AT&T Discovery District can strategically be used independently, or in unison as part of a much larger takeover experience. This provides AT&T with the ultimate flexibility to maximize the use of the space, while allowing for unique moments to drive revenue for retail and food and beverage venues.
