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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We are creating visually arresting experiences and destinations that are meant to be shared with others. These become visceral connections to a place, an event, or a piece of IP in a shared space.
—Rob Bischoff, Digital Experience Design leader
13 Items
The Smart Factory by Deloitte
Wichita, Kansas
Deloitte partnered with Gensler to bring to life its vision for a fully immersive ‘Smart Manufacturing’ experience center to empower the next generation of manufacturing companies and talent.
University of Texas at Austin, Moody Center
Austin, Texas
Gensler helped the University of Texas consolidate its campus sports venues and create a LEED Gold Certified basketball arena and live music venue.
AT&T Discovery District
Dallas, Texas
Innovating at the intersection of technology, media, and culture, AT&T partnered with Gensler to rethink its headquarters’ role as a magnetic new public space for Downtown Dallas.
Verizon Innovation Center
San Francisco, California
Verizon envisioned a dynamic hub with a best-in-class Innovation Center and workplace to inspire employees and immerse partners in the company’s technologies.
Jackie Robinson Museum
New York, New York
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.
TK Elevator North America Regional Business Support Center
Atlanta, Georgia
TK Elevator’s North America Regional Business Support Center is an innovation and talent hub in Atlanta featuring the tallest elevator test tower in the U.S.
AKC Museum of the Dog: Experience Design
New York, New York
The New York-based museum represents the organization’s passion for man’s best friend and its larger identity as an educational and research institution.
Jidu Experience Center
Beijing, China
Jidu Experience Center at Taikoo Li Sanlitun is a next generation brand experience center for the intelligent car 3.0 era.
Kayanee
Riyadh, Saudi Arabia
Kayanee, a pioneering fitness and sports lifestyle brand focused on women’s health, has launched a visionary flagship concept store and studio in Riyadh.
Xandr Headquarters
New York, New York
The headquarters for AT&T's advertising company, Xandr, serves as a workshop for the 21st century — a space to experiment and push the boundaries of human ingenuity.
Atari Hotels
Las Vegas, Nevada
Atari Hotels partnered with Gensler to bring its iconic gaming brand to life with an experience-driven hospitality, esports, and entertainment destination.
Verizon Innovation Center Customer Experience Strategy
Boston, Massachusetts
Verizon’s Innovation Center, which spans three floors of its new Boston headquarters, is a destination that enables users and guests to be fully immersed.
Traxys Headquarters
New York, New York
Mining financial services company Traxys partnered with Gensler to design a 30,000-square-foot headquarters with sophisticated digital and physical touchpoints.
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
WEBINAR
Experience Design Trends 2025
Gensler’s Global and APME Digital Experience Design, Strategy, and Brand leaders explore top trends for 2025 in Experience Design.
Blog
Designing for the Future of Theater and Immersive Entertainment
Our Media and Entertainment leaders discuss what’s next for immersive theater and performing arts venues.
Blog
Realizing Virsona’s Vision for Interactive, Community-Driven Gaming Spaces
Gensler and social gaming startup Virsona discuss the opportunity to create in-person communal spaces for one of the country’s most popular pastimes: video games.
Blog
How Immersive Food and Beverage Experiences Are Redefining Hospitality
Food and beverage spaces have unique potential as experiential destinations that authentically convene community in a way that is familiar, universal, and transformative.
Blog
Reimagining Digital as an Enhanced Building Material
As technology becomes more invisible, we are merging physical and digital experiences to redefine how digital is considered in the built environment.
Blog
Redefining the Workplace for a New Era of Productivity and Engagement
This new era of work is not about obligation but about crafting a compelling experience that draws people in and encourages them to grow personally and professionally.
Blog
What Spa and Wellness Spaces Can Teach Us About Transforming Behavior
Luxury hospitality and spa experiences are leading the charge in changing how we experience and interact with technology.
Blog
Beyond the Screen: Exploring the World of Museums and Experiential Technology
Digital experiences in museums, exhibits, and other interpretive spaces go beyond the screen for dynamic and memorable storytelling.
Blog
Worldbuilding: Creating Transformative Experiences With Narrative Design
When narrative is leveraged as a tool for design, it helps to drive emotional connection and the sense of a shared experience.
Blog
How Technology Is Redefining the Fan Experience at Sports and Music Venues
In this Q&A, our Digital Experience Design and Sports leaders discuss how technology is currently being used to streamline venue operations and enhance the fan experience.
Blog
Designing with Intention: Creating Emotional Connections Through Immersive Experiences
In this Q&A, Gensler’s global leaders of Digital Experience Design and Entertainment unpack the concept of experiential architecture and what makes an immersive experience.
Blog
The Future of Workplace Experience Is Here: How AI Is Transforming Spaces
The advanced integration of AI into physical environments has the potential to reimagine spaces as more efficient, connective, and inspiring.
Blog
How the Tech-Enabled Workplace Can Create Better Hybrid Experiences
How can we design workspaces that benefit everyone, regardless of whether they have a seat at the conference room table?
Blog
Driving Sustainability Through Digital Experience Design
By lowering energy consumption, reducing e-waste, and elevating eco-friendly materials, digital experiences can become an asset in sustainability messaging.
Blog
How Customer Experience Centers Unify Spatial and Digital Branding
A new approach to customer experience center design is helping businesses reimagine customer engagement.
Trends in Digital Experience Design
Generative AI elevates immersive brand storytelling.
Companies will leverage AI to gather user interactions and other real-time insights to create personalized and novel streams of generative art, soundscapes, motion graphics, and other digital experiences.
The wellness industry activates technology for better health.
Immersive spas and responsive zen rooms will use tech-based activations such as sound baths and digital biophilic content to counteract burnout, isolation, and anxiety for clients.
Digital-physical blended experiences become more seamless and sophisticated.
All types of spaces, from workplaces to airports, will use advanced tools for communication, personalization, and real-time analytics to unify the digital with the physical and create customized visitor journeys.
DIGITAL EXPERIENCE DESIGN LEADERSHIP
Robert Bischoff
Digital Experience Design Leader, Principal
Rob Bischoff is a global leader of Gensler’s Digital Experience Design (DXD) practice who focuses on bringing technology innovation into the built environment.
Greg Gallimore
Digital Experience Design Leader, Principal
Greg Gallimore is a Principal in the firm’s Northwest region who specializes in the development of experiential design projects.
Justin Rankin
South Central Regional Practice Area Leader
Justin Rankin is the Digital Experience Design Leader for Gensler’s South Central region and the Austin Studio Director.
Robbie Robertson
Regional Digital Experience Design Practice Area Leader
Robbie Robertson is the regional leader for Gensler’s Digital Experience Design (DXD) practice for the Asia Pacific & Middle East region.
Daichi Amano
Creative Director, Principal
Daichi Amano is a Creative Director at Gensler Tokyo, celebrated for his extensive expertise in creative strategy and profound understanding of market trends.
Gabby Shawcross
Creative Director
Gabby Shawcross is a Design Director for Gensler’s Digital Experience Design practice based in the Los Angeles office.
Eran Sharon
Creative Technology Director
Eran Sharon is a Creative Technology Director for Gensler’s Digital Experience Design practice based in the New York office.
David Glicksman
Creative Technology Director
David Glicksman is a Creative Technology Director at Gensler with experience combining art, technology, and storytelling for some of the world’s largest brands.
Steve Woods
Technology Director
Steve Woods is a Technology Director for Gensler’s Digital Experience Design practice based in the San Francisco office.
Jordan Parsons
Technology Production Director
Jordan is a Technology Production Director for Gensler’s Digital Experience Design practice based in the New York office. He is a technologist whose work attempts to bridge soft...
Ryan Rowlett
Design Director
Ryan Rowlett is a Design Director for Gensler’s Digital Experience Design practice based in the New York office.
NEWS
In The Media
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Communication Arts
The Smart Factory by Deloitte @ Wichita Is a 2025 Winner of the Communication Arts Annual Interactive Design Competition
Communication Arts recognized The Smart Factory by Deloitte @ Wichita as a winner in the design competition’s environmental category. The project features Gensler’s digital experience design, branding, strategy, and interior design.
February 15, 2025
In The Media
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Tomorrow
How Companies Are Offering Flexibility With the ‘Place of Work’ Being Just One Part of the Equation
DXD Leader Greg Gallimore shared insights on where and how people can be empowered to work and highlighted Gensler’s new San Francisco office as well as 2024 Global Workplace Survey findings.
September 23, 2024
In The Media
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Tomorrow
Why Neurodiverse Design Is Key to Modern Office Design
Tomorrow interviewed Digital Experience Design Leader Greg Gallimore and referenced Gensler’s San Francisco office, which offers workspaces to be “accommodating and engaging for all types of people.”
July 29, 2024
Press Release
Gensler Designs Wayfair’s First Large-Format Store in Chicago
The design concept developed by Gensler aims to revolutionise the home shopping experience, transforming the way Wayfair customers shop for their homes.
May 28, 2024
In The Media
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WorkLife
How Camera Angles, Lighting, and Filmmaking Techniques Can Help Make Hybrid Meetings More Equitable
Gensler Digital Experience Design Leader Greg Gallimore and Creative Technology Lead Steve Woods discussed the use of space and technology to create inclusive experiences.
May 15, 2024
In The Media
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Inc.com
Greg Gallimore on Integrating Design and Technology for Hybrid Work Through Conference Room Lighting
Inc.com interviewed Gensler Digital Experience Design Leader Greg Gallimore about the rise of Zoom-friendly lighting in office conference rooms as video calls have become a mainstay in the hybrid work era.
April 01, 2024
In The Media
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SXSW
DXD’s Nick Hubbard Led a SXSW Panel on “The Five Steps to Immersive Engagement”
Their session covered their research findings on how designers can drive and sustain the deepest form of engagement in interactive experiences. Listen to audio of the session.
March 11, 2024
In The Media
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Fast Company
The Newly Opened Jackie Robinson Museum Focuses on Citizenship and Humanity At Large
The Gensler-designed museum celebrates the athlete's legacy in a way that “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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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