AT&T Executive Briefing Center

Dallas, Texas

Created as a forum to strengthen customer relationships through executive positioning, the AT&T Executive Briefing Center (EBC) combines state-of-the-art technology with an elegant collaborative design. The center features three briefing rooms, two private dining rooms, a digital hub, a media gallery, and drop-in offices—balancing open space for collaboration with privacy for in-depth, customized discussions.

The Executive Briefing Center design leverages branded environment guidelines, architecture, graphics, digital media assets, integrated leading-edge technologies, and software driven multimedia systems to fulfill its goals and objectives. As a result, the EBC fully immerses customers in the AT&T experience, helping them understand how AT&T can enable their businesses to succeed today and in the future.

RAA led the planning and design of all aspects of the Executive Briefing Center project. To ensure all aspects of the design aligned with AT&T core brand concepts, RAA’s scope specifically included spatial and experiential planning, exhibit and media design, content development, overall art direction, and executive media production.


26,000 square feet

  • The Chicago Athenaeum Museum of Architecture and Design and The European Centre for Architecture Art Design and Urban Studies, GOOD Design Awards: Environment Award,

  • Graphis, Design Annual 2017 Award: Exhibit, Gold,

© 2014, Ralph Appelbaum Associates, Inc.