AT&T Discovery District

Overview

Opportunity

Solution

Impact

Team

AT&T partnered with Gensler to transform its global headquarters into an immersive, mixed-use destination at the intersection of technology, media, and culture in Downtown Dallas.

Location

Dallas, Texas

Client

AT&T

Expertise

[FPO] Mixed Use [FPO] Retail Centers Brand Design [FPO] Build To Suit [FPO] Headquarters [FPO] Building Transformation [FPO] Adaptive Use Digital Experience Design

Opportunity

As downtowns evolve, city leaders are turning to mixed-use, lifestyle-driven districts to reenergize central business areas. AT&T’s Discovery District achieves this through advanced technology and intentional placemaking.

The project’s impact is both urban and civic. By transforming an inward-facing corporate campus into an active, publicly accessible destination, AT&T’s Discovery District helped reposition Downtown Dallas as a place for dining and entertainment beyond the workday. It also shows how technology can support placemaking, using digital media, immersive experiences, and activated public spaces to create a memorable district that adapts to different events, audiences, and times of day.

Why This Matters

01
Catalyst for Downtown Dallas
AT&T’s Discovery District helped bring new energy to Downtown Dallas and strengthen its role as a place for community engagement.
02
New Model for Corporate Campuses
The district reimagines the corporate campus as connected and community-oriented, turning private real estate into a shared civic asset that serves employees, visitors, residents, and downtown stakeholders.
03
Technology as a Placemaking Tool
Through digital media and flexible programming, the project uses technology to create a dynamic public realm that reinforces AT&T’s identity while supporting memorable, immersive experiences.

FPO Quote

Solution

A corporate headquarters transformed into a civic destination, using activated outdoor gathering spaces and integrated digital experiences to invite people to participate and connect.

This shift changes the relationship between private workplace and public realm. Rather than presenting a fixed corporate edge to the city, the project creates a more welcoming urban environment — one that supports daily use, public programming, and informal gathering. In doing so, the district extends AT&T’s presence beyond the office and into the civic life of downtown, demonstrating how a corporate campus can contribute to a more inclusive, experience-rich urban core.

From brief to build: AT&T’s campus was transformed into a connected mixed-use district for work, culture, entertainment, and community.

The project blended design, technology, and programming into one seamless experience. Activated public plazas, immersive art, and dining and retail spaces work together to create a district that functions as both a workplace extension and a public destination. Each element was designed to reinforce the others, creating a layered environment that supports everyday use, large-scale events, and moments of discovery across the campus.

Cutting-Edge Tech Meets Purposeful Placemaking

Cutting-Edge Tech Meets Purposeful Placemaking

The AT&T Discovery District is an immersive, mixed-use entertainment destination that is seamlessly integrated into the company’s corporate campus.

Impact

A connected district that redefines how people work, connect with community, and engage with the city around them.

The Discovery District transformed a private campus into a vibrant public destination, strengthening downtown connections and attracting significant monthly visitation.

What Changed Because of This

01
Built for Connection
The Discovery District expands the workplace beyond the office, giving employees access to mixed-use amenities and shared experiences.
02
Smarter Systems
Improved campus performance was achieved through sustainable operations and resilient landscape strategies, including wind-powered energy, water conservation, efficient lighting, and expanded pedestrian-friendly streetscapes.
03
Designed for Gathering
Employees, visitors, residents, and downtown partners can gather throughout the day and evening. Through open plazas, dining and entertainment, digital art, and year-round programming, the project strengthens connection to the community.

To best celebrate AT&T’s values, Gensler designed a unique architectural experience that blurs the boundaries between the physical and digital realms AT&T represents.

Recognition

01

Interior Design

The Gensler-designed AT&T Discovery District is described as a “24/7, media-activated destination with dining, retail, and a publicly accessible park for employees and locals alike.”

02

Fast Company

To reduce “sonic trash,” strategically placed speakers play a soundtrack “to match the flows of the day,” featuring ambient music, water sounds, chimes, and regional bird calls.

03

D Magazine

Gensler’s team had no frame of reference for creating an urban headquarters with rich public amenities, so they charted an entirely new approach.

Team

Project Leadership

Barry Hand

Barry is a registered architect, Design Manager, and Principal in Gensler’s Dallas office with decades of experience in mixed-use, planning, education, and residential projects.

[FPO] Delbert Shuford

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Christopher Goggin

As Managing Director, Christopher is committed to fostering new opportunities for Gensler’s Nashville office.

[FPO] Justin Rankin

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FAQ

01

How did the transformation redefine the role of a corporate campus?

A private headquarters becomes a public downtown destination.

02

What design strategies helped create a cohesive mixed-use destination?

Work, dining, retail, media, and public space come together in one cohesive experience.

03

How does the District create a more accessible public experience?

Amenities and technology create a welcoming, accessible destination for the public.

04

How does the project energize the city’s core?

A vibrant mix of entertainment and immersive experiences brings new energy to downtown.

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