Dallas Discovery District, AT&T Headquarters - CODAworx

Dallas Discovery District, AT&T Headquarters

Submitted by Electrosonic

Client: AT&T

Location: Dallas, TX, United States

Completion date: 2020

Project Team

Client & Project Lead



DXD Design Lead




Electrosonic designed a flexible, scalable and comprehensive digital backbone for this massive experiential city district complex that comprises three areas of interconnected technologies – The Plaza, The AT&T Headquarters Lobby, and the food and beverage areas.

The Plaza is a large area of lawn where hundreds of speakers are integrated into surrounding buildings to create an immersive sonic soundscape that attracts visitors into the heart of The District.

Dominating the Plaza is ‘The Media Wall’ – 6,700 square feet of LEDs displaying art 104 feet high in staggering 6k resolution. Also, within the Plaza is ‘The Globe’, a 30-foot interactive rotating sculpture where a lidar system of sensors detects visitors’ movement changing audio and lighting in response.

Bordering The Plaza is The AT&T Headquarters Lobby, a highly visual experiential space transformed by eight LED columns, a large three-sided video wall, dynamic audio and a diffused LED lighting veil ceiling. On the other side of The Plaza are food and beverage areas that flow in and outdoors. Jaxon Texas Kitchen and Beer Garden and The Exchange Food Hall feature audio, lighting and digital signage solutions that create unique vendor and guest experiences.


AT&T’s vision for a large-scale, mixed-use immersive entertainment destination featuring advanced experiential technologies was a first-of-its-kind concept for a city district. Electrosonic’s role was to support key partners and their creative vision by providing ongoing design consulting with custom Audio, Video, Control (AVC) system and ICT design.

This required deep knowledge of the technologies that would be used to create the visuals, soundscape and the control system for the project. It also required an understanding of complex audiovisual technologies and the telecommunications technology necessary to support it, especially for a project where connectivity is at the heart of the client’s values.


Electrosonic’s ICT design connects all spaces and digital activations into a single control network. This enables content to be distributed simultaneously throughout The District. A broadcast infrastructure enables producers to turn the entire District into part of the show and broadcast live with minimal set-up.

Electrosonic worked in partnership with AT&T, Gensler, Moment Factory and Made Music Studio, designing the complete audio, video, control and ICT systems in 3D using the latest BIM modeling tools.

Electrosonic’s ability to provide intensive technology design consulting and Technology Master Planning supported artists and architects as they created this artful, inclusive downtown experience to design solutions for complex, large-scale, digital activation projects brought this city district to life.