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.
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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, revitalising downtown Dallas and solidifying AT&T’s brand as an innovator in urban engagement.
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