Digital Experience Design
Our practice connects physical with digital, delivering holistic strategies and integrated designs for the built environment. We partner with clients and collaborate across disciplines to create experiences unparalleled in their immersion and impact. Learn more at dxd.gensler.com.
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Architecture is more than geometry. It’s about experiences. And digital technologies have become so pervasive in our lives that buildings need to be designed as multisensory ecosystems with a digital-first mindset.
—Hans Neubert, Digital Experience Design leader
27 Items
The View at The Palm
Dubai, United Arab Emirates
Enlisted to create a world-class attraction that shares the authentic story and experience of Palm Jumeirah, Gensler worked with Nakheel Properties to design a viewing deck overlooking the islands as well as an interactive museum. Centered on the theme “Inspiring Wonder,” Gensler and the client...
Verizon at The Hub
Boston, Massachusetts
Committing to Boston and its flourishing technology community, Verizon is the anchor tenant in the southern tower of The Hub on Causeway, a mixed-use development located on the city’s waterfront, also designed by Gensler. Verizon's vertical campus is designed to be a tech-enabled workplace that...
Jackie Robinson Museum
New York, New York
Located in a landmarked building in Lower Manhattan, the Jackie Robinson Museum presents the life of the first African American inducted into the Baseball Hall of Fame in a dynamic setting, designed by Gensler, to educate, inspire, and challenge visitors of all ages. The space explores and...
American Airlines & British Airways Premium Experience at JFK International Airport
Queens, New York
As part of British Airways co-locating with American Airlines in the newly expanded Terminal 8 at John F. Kennedy International Airport, Gensler was enlisted to design the new check-in and lounge experiences. Each of the two new lounges — Chelsea and Soho — offers streamlined concierge-style...
AT&T Discovery District
Dallas, Texas
The AT&T Discovery District is a dramatic transformation of the company’s global headquarters into a first-ever, seamlessly integrated immersive, mixed-use destination – an urban campus that includes restaurants, retail, offices, and free public Wi-Fi. The design strategy of the District...
Confidential Consulting Firm
New York, New York
The U.S. headquarters for this leading consulting firm models a new approach to an immersive workplace that blurs the line between client space and workspace. Each floor of this revolutionary West Side redevelopment features a client welcome zone that integrates visitor and employee experience...
Atari Hotels
Las Vegas, Nevada
Atari Hotels partnered with Gensler to bring its iconic gaming brand to life with the debut of an experience-driven hospitality, esports, and entertainment destination. Atari Hotels is set to be the ultimate confluence of interactive, virtual, augmented, and immersive experiences, matched with...
Relativity Space Headquarters
Long Beach, California
Gensler is partnering with Relativity Space to create the “factory of the future” for its software-defined, 3D-printed rocket and propulsion systems that are set to revolutionize how rockets are built and flown. The project includes the adaptive reuse of a 1M+ square foot facility, formerly home...
730 Third Avenue
New York, New York
Nuveen Real Estate and development advisor Taconic Partners enlisted Gensler to transform 730 Third Avenue — TIAA’s headquarters since the 1950s — into a sophisticated Class A office and retail building. Gensler led the design of the building repositioning, including a new ground and...
Confidential Financial Services Firm
New York, New York
This confidential financial services firm partnered with Gensler to redefine their headquarters presence in the Americas, creating a premier employee and client experience. Hospitality-forward moments include a sky lobby reception, custom metal laser-cut media wall, sky lobby cafe, coffee bar...
Panasonic Future Work Playland
Japan
Each year in Japan, Panasonic hosts an event to reveal their latest and greatest B2B products and services. When the pandemic shifted the summit to a virtual event, Panasonic partnered with Gensler Tokyo to help plan and create an entirely re-imagined virtual office of 2025. Our Digital...
Anta Shanghai Flagship
Shanghai, China
Anta's next-generation flagship premiered as a central piece of the prominent retail pedestrian section of East Nanjing Road in Shanghai. Featuring an Olympic theme, the store design adheres to Anta's "Keep Moving" brand statement. The design team adopted the gym as the thematic inspiration for...
Ridgelinez
Tokyo, Japan
Gensler led the workplace design strategy as well as interior design and digital content creation at the new offices of Ridgelinez, a company committed to helping clients achieve digital transformation (DX). With a comprehensive design approach, Gensler created an office that supports...
Cadillac House
Shanghai, China
Building off the success of the Gensler-designed Cadillac House Soho in New York, Cadillac House in Shanghai is a synergistic effort accomplished across Gensler teams in New York, Chicago, Detroit, and Shanghai. The project expresses the "world within Cadillac," an inward expression of the...
Confidential Energy Client
Charlotte, North Carolina
This confidential energy client is uniquely positioned as both a legacy company and industry disruptor due to its innovative approaches to energy products and services. Optimist Park in Charlotte provides a dynamic workplace for the next generation of workers in the energy sector — a modern...
Deloitte Greenhouse
Tokyo, Japan
Deloitte Greenhouse is a modern CxO (corporate executives) space that offers a flexible environment for solving business challenges through various sessions. The service is available in 25 countries and regions around the world. Gensler designers took inspiration from the principles of the...
Traxys Headquarters
New York, New York
Traxys, a metal commodities trading company, partnered with Gensler to design its 30,000-square-foot headquarters with sophisticated digital and physical touchpoints. Upon arrival, a mixed-media installation welcomes guests into the space with a transparent LCD screen that displays 15 of the...
True Digital Park
Bangkok, Thailand
“One Roof, All Possibilities” — this is the ethos of True Digital Park, designed to be the largest assemblage of startups in Thailand and Southeast Asia. For the first time in Thailand, the epicenter of the national and regional startup ecosystem has a destination to call home, a place for...
Nestlé USA: Experience Design
Arlington, Virgina
Nestlé USA transformed its culture by moving its headquarters from southern California to Arlington, Virginia. Using a design concept based on food as a social experience, Gensler created an environment where sharing and interaction are paramount. The design employs immersive environmental...
AKC Museum of the Dog: Experience Design
New York, New York
The American Kennel Club has built one of the world’s largest collections of fine art and artifacts related to dogs. The Museum of the Dog in New York City is representative of the organization’s passion for man’s best friend and its larger identity as an educational and research institution...
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Allergan: Experience Design
Madison, New Jersey
Leading global pharmaceutical company, Allergan, partnered with Gensler to realize a holistic brand program at its new administrative headquarters. Featuring digital content development and environmental graphic design, the program immerses employees and guests in a experiential, visual...
Plantronics: Experience Design
Amsterdam, The Netherlands
Plantronics expo center is a fully immersive experience. With nods to their rich history and culture around every turn, the expo center surrounds visitors in the company’s brand. The customer journey begins as visitors ascend from the parking garage to the reception area in a sound-devoid...
Delos
New York, NY
Delos, the creator of the WELL Building Standard focusing exclusively on human health and wellness, engaged Gensler to design its headquarters and a branded digital experience that illustrates its mission. Utilizing their own space as a method to visualize building sensor technology and data...
Cadillac House: Brand Design
New York, New York
At Cadillac House—a physical manifestation of the brand’s culture—innovative technology was employed to encourage consumers to think differently about the company and to inspire a creative customer base. The brand’s passion and perspective beyond the automotive realm was brought to life through...
Plantronics: History Wall
Santa Cruz, California
The executive business center is the gateway to the Plantronics U.S. headquarters campus in Santa Cruz, California — a first impression for visitors and staff. The heart of the space features a dynamic and evolving history wall that reinforces Plantronics’ established heritage as a...
NBA Store
New York, New York
The NBA Store on Fifth Avenue is designed to provide the ultimate experiential shopping experience for NBA fans. Over three floors, the store’s multidimensional design merges historical league memorabilia with state-of-the-art technology and interactive experiences. A double-height glass and...
Primark
King of Prussia, Pennsylvania
The U.S. flagship for this Dublin-based, fast-fashion retailer reflects the brand’s Irish roots, expressed through industrial elements accented by Primark’s traditional aqua and neon. The exterior façade features LED windows displaying both moving and static imagery; inside, a huge digital...
Client Services
We create transformative experiences for our clients and their constituents.
Experience Strategy
Rooted in a human-centered approach to design, Experience Strategy leverages qualitative and quantitative research to develop actionable insights and plan workstreams to achieve business goals. We distill and transform complex inputs into purposeful ideas and storylines to fuel creativity and business value.
Digital Masterplanning
Our Digital Masterplans address technology needs across your portfolio and projects in order to create a cohesive vision for your space. By identifying and defining an ecosystem of digital touchpoints, we form a holistic view of your experience landscape while mapping opportunities.
Connected Environments
We depend on ubiquitous connectivity, touchless solutions, mobile access, and data intelligence to enable seamless digital experiences. Our Connected Experiences team guides the process of defining user expectations for your space and understanding the technology landscape to support design decisions to achieve goals.
Digital Placemaking
Digital Placemaking enriches the connection between people and their environments by delivering immersive experiences and memorable interactions with architecture. Shared experiences deepen and increase in value as our evolving set of tools enable us to live, work, and play in new ways.
Content Production
Rich, dynamic content is essential to memorable storytelling and it’s the message that gives a medium its value. Our Content Production Studio delivers a full suite of capabilities, including narrative, interactive, ambient, dynamic, and mixed-reality content development.
Software Solutions
We deliver experience-focused software for the unique needs of the built environment. From streetscapes and plazas to dramatic entrances and thriving workplaces, we create software-enabled environments that seamlessly integrate visual, audio, and interactive elements within a single, dynamic platform.
Support & Maintenance
We create resilient and sustainable experiences by providing expert design and technical support, training operations staff to manage the system, and proactively monitoring and maintaining digital experiences to prevent issues. We update digital experiences by adding fresh content and functionality.
INSIGHTS
Blog
The Internet of Places: How Will Web3 Transform the Built Environment?
See how new tech trends in AI, VR, and Web3 will transform the built environment.
Blog
Trends to Watch: 5 Opportunities Shaping the Future of Tech in the Built Environment
Here are five opportunities that shape the future of technology in the built environment.
Blog
Creating Spaces That Evoke Joy Through Immersive Design
How can physical spaces evoke joy? Design needs to incorporate multiple characteristics and fully engage our senses to be considered an immersive experience.
Blog
Bob Weis, Former President of Walt Disney Imagineering, on Immersive Experiences and the Story of Our Cities and Spaces
Now at Gensler to lead Immersive Experience Design, Bob talks about how physical experiences are connecting people to place in inspiring new ways.
Blog
Rethinking What Museums Can Do for Communities — and How We Design Them
With the right vision and design experience, museums can be spaces to both educate and entertain audiences in deeper ways, inspiring them to become better stewards of our communities.
Blog
From Briefing to Experience, Designing Today’s Customer Experience Center
For many organizations, from technology, to finance, to sports teams, Customer Experience Centers (CECs) are the catalyst for developing and fostering customer relationships.
Blog
Hybrid Retail: 6 Principles for Meaningful Customer Engagement
Physical retail is essential to building meaningful connections with customers, but a mindset shift is necessary. Here are six principles for retailers to better engage in an increasingly hybrid world.
Blog
Driving Inclusivity in Digital Content
We engaged diverse content creators to explore the topic of inclusivity and help shape perspective on how we can evolve both the way we work, and the work itself.
Blog
Mixed Use, Public Space, and the Future of Central Business Districts
With an influx of people to the suburbs and hybrid work here to stay, how do Central Business Districts reinvent themselves? Our research sheds light on the key characteristics residents want from cities and CBDs.
Blog
How TK Elevator’s New Headquarters Spurs Connectivity Through Experiential Design
TK Elevator’s recently completed North America Headquarters merges experiential design with interactive spaces to achieve heightened brand awareness and amplify its connection with its neighbors.
Blog
Why Digital Transformation Is Critical for Retailers to Remain Relevant
It is critical for brands to understand how the pandemic has impacted customer experience (CX) expectations, in-store adaptations, and digital engagement. Here are three key adaptations for retailers to embrace.
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Blog
How AT&T’s Discovery District Is Transforming Dallas’ Urban Core
By creating an immersive, mixed-use destination, the AT&T Discovery District reimagines the headquarters as a magnetic new public space, while breathing new life into Dallas’ downtown core.
Blog
Digital Transformation of Healthcare Design
With technology for health and healthcare being woven into our daily lives, here are four fundamental principles for the next generation of integrated digital healthcare facilities.
Blog
A Workplace With Heart: Inclusive, Connected, and Unmuted
The future workplace must be built on an ecosystem that brings people, place, and technology together, giving agency and equity to all work modes. Let’s journey through the future workplace.
Blog
The Transformation of the Built Environment Requires a Digital Mindset
As our physical and digital behaviors continue to converge, design for the built environment will require not just advanced technology, but an entirely new digital mindset.
DIGITAL EXPERIENCE DESIGN TRENDS TO WATCH
The digital user journey is redefining architecture and master planning.
Technology has traditionally entered architectural design projects far too late in the process, but innovative executives are flipping that script. By adding the digital user journey into the heart of the planning process, digital master planning is addressing true multichannel user engagement while identifying opportunities before real estate decisions are finalized.
Industry 4.0 will bring rapid changes to technology, process, and manufacturing.
Embedded automation, AI, and robotics are blending our physical and digital worlds. Leaders are investing in advanced planning and prototyping to better understand how customers and employees will engage with these technologies. Live data and analytics will enable them to track performance and gather end-user feedback in real time to continuously improve performance.
Environmental psychology will inform the next chapter of digital content.
Digital content can profoundly shape how people feel about places and spaces. The next wave of immersive digital experiences will draw upon emerging research to achieve more purposeful and nuanced effects, particularly in public-facing areas and culturally significant institutions.
C-Suite and Digital Transformation Management
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McKinsey, CIO, Futurum
DIGITAL EXPERIENCE DESIGN LEADERSHIP
David Kramer
Digital Experience Design Leader, Principal
As a Digital Experience Design Leader, David believes that by leveraging technology innovation and experience strategy for the built environment, we can design richer human...
Hans Neubert
Digital Experience Design Leader, Lifestyle Sector Leader, Principal
As the Creative Director of Digital Experience Design based in Gensler's New York office, Hans brings 20 years of expertise in creating immersive brand experiences, digital...
NEWS
In The Media
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Fast Company
The Newly Opened Jackie Robinson Museum Focuses on Citizenship and Humanity At Large
Hans Neubert, Digital Experience Design Leader, explains how the Gensler-designed museum celebrates the athlete and also “calls people to action.”
September 20, 2022
In The Media
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NBC Nightly News
The Jackie Robinson Museum Celebrates the Athlete’s Legacy
The new museum is “being hailed as among the first in New York City dedicated largely to the civil rights movement.”
September 01, 2022
In The Media
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Sixteen-Nine
The Moody Center Wows Visitors With Ambient Visuals Across a 66-Foot-Wide LED Video Wall
The entertainment venue’s digital art piece was custom-created by Design Communications Ltd. in collaboration with Gensler’s Digital Experience Design team.
August 30, 2022
In The Media
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AV Magazine
The Globe Sculpture at the AT&T Discovery District Is Shortlisted as a Finalist for the 2022 AV Awards Corporate Project of the Year
The immersive installation was created by Gensler’s Digital Experience Design team in collaboration with AT&T, Float4, Moment Factory, Electrosonic, and others.
August 16, 2022
In The Media
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Travel + Leisure
The New Jackie Robinson Museum Will Celebrate His Civil Rights Work and Baseball Legacy
“Given everything we’ve been through, now is a great time for this museum because we can feel it,” said Laura Gralnick, Experience Strategy Director at Gensler.
August 02, 2022
In The Media
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Urban Land Institute
AT&T Discovery District Is Recognized as a 2022 ULI Americas Awards for Excellence Finalist
The ULI Americas Awards for Excellence honors projects that promote best practices in real estate development.
May 11, 2022
In The Media
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Interior Design
The AT&T Discovery District is a “Network of Connected Experiences”
Interior Design spotlighted how Gensler Dallas created the AT&T Discovery District, a “culture zone” with media-activated amenity spaces including dining, retail, and public parks.
December 15, 2021
In The Media
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The Restart
Managing Director Molly Murphy Shares How Gensler Harnesses Spatial Data in Design
Molly Murphy, who co-founded Gensler’s DXD practice and Intelligent Places, discusses the future of work and how the firm is using data analytics to design hybrid experiences.
August 22, 2021
In The Media
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Building Design + Construction
AT&T Discovery District Blurs the Boundaries Between the Physical and Digital Realms
AT&T Discovery District is an immersive, mixed-use destination in Dallas that features a unique architectural experience — and is powered 100% by wind energy.
August 02, 2021
In The Media
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D Magazine
AT&T Discovery District Is an Urban Headquarters in Dallas That Welcomes the Public
Here’s how Gensler’s Dallas team approached the design of downtown’s hottest new destination, which offers rich amenities and immersive digital experiences.
July 21, 2021
In The Media
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Wall Street Journal
With Eyes on the Future, Gensler Architects for Experience
Digital Experience Design Leader Hans Neubert explains how the architecture firm is increasingly designing and creating spaces that blend the best of the physical and digital worlds.
February 02, 2021
Recognition
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Architect's Newspaper
Rocket Mortgage Fieldhouse
2020 AN Best of Design Award — Editors' Pick, Digital Transformation
December 02, 2020
Recognition
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China Real Estate Design Awards
Gold Award, Cadillac House in Shanghai
Gold Award, Cadillac House in Shanghai
December 01, 2020
In The Media
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Fast Company
Fast Company Spotlights the World’s First Atari Hotel
Designed by the global architecture firm Gensler, the first Atari Hotel is a neon-accented take on the A-shaped Atari logo and a gamer’s paradise — and it’s coming to Las Vegas.
November 09, 2020