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AT&T

Project //

AT&T Discovery District - Redefining Urban Discovery

Purpose //

Brand engagement campaign

Team //

Ryan Kellogg - Experience & Product Design Director

Challenges Tackled
Following the WarnerMedia merger, AT&T needed to redefine its brand and create a headquarters that unified its workforce while also engaging the local Dallas community. The challenge was to transform a corporate space into a dynamic, urban destination.

Strategic Breakthroughs
By integrating technology, culture, and community spaces, AT&T reimagined its headquarters as more than just a corporate destination—it became a 6.5-acre mixed-use hub fostering collaboration and public engagement for the entire community.

The Creative Idea
The Discovery District was designed as a vibrant corporate, retail, and entertainment space, seamlessly blending digital experiences with physical environments.

Key Deliverables
• 8-story digital media facade and multi-sensory, responsive media sculpture
• 12,000+ sq. ft. of digital canvas for immersive content
• Public spaces for live events, movie screenings, and sports

Outcomes & Achievements
The Discovery District has become a landmark destination, revitalizing downtown Dallas and solidifying AT&T’s brand as an innovator in urban engagement.

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