Client: AT&T

Overview

Creating Experiences at the Intersection of Technology, Art, and Culture:

Located within the Central Business District of downtown Dallas, the Discovery District is a first-of-its-kind, mixed-use public space, integrated within a Fortune 50 corporate global headquarters campus.

With a wide assortment of digital platforms integrated throughout 6.8 acres of public space, the District’s digital ecosystem includes a 104-foot-tall (10-story) 6K plaza media wall, a media-rich public lobby with over 56 million pixels, 62 speakers, and 23 audio zones, including a 30-foot-tall interactive public sculpture, a state-of-the-art private theater, two 30-foot-tall LED-lined trellises running the 300-foot-length of the outdoor public plaza, 100 outdoor speakers, and 200 individually addressable ground lights. The result: 140,000 square feet of fully connected and immersive digital platforms.

As a mixed-use urban public space, the District also includes a lawn, a tree grove, a water feature that spans two city blocks, a beer garden, an upscale two-story food hall, retail, fitness gym, and a private art gallery with eight yearly public art exhibits.

Goals

Leverage technology and media to create an arts, entertainment, and live events destination that connects the local community, builds brand awareness and brand love for AT&T, and serves as a catalyst for the revitalization of Dallas’ Central Business District and surrounding businesses.

Process

This multi-year mixed-use renovation project employed the expertise of multiple top-tier firms and agencies, collaborating across many workstreams to bring the vision to life.

For the past five years, I have been a key stakeholder and leader helping inform and shape the development of the District, from early planning and architectural integration through the experience strategy, AV platforms strategy and installation, public launch, and ongoing activation.

In my role as Principal Creative Director for the Discovery District, I've partnered closely with creative collaborators from 30+ external agencies, both domestic and international. I’ve owned and led the content strategy, content design and development, and the ongoing run-of-show strategy and its implementation.

The result: a large, diverse library of over 68 hours of artful, immersive, placemaking, and live event content that draws visitors, connects with audiences, and encourages engagement.

Additional Information

Creating Return on Experience: Within its first two years of opening, the Discovery District has transformed the public landscape of Dallas’ Central Business District – from what was previously a location with no public presence to what it is today: a vibrant public arts district and sought-out destination. The Discovery District has received numerous industry awards, has become one of Dallas’ most popular selfie spots, and is a beloved community destination for both locals and out-of-town guests. In 2022, the District hosted 475 public and private events and welcomed over three million visitors – with an average weekly public attendance exceeding 58,000 and counting. 2023 has continued the trend, with over three million visitors for a second year in a row.