Linking fans to the game, building brand experiences, adapting to ever-shifting needs. These are the elements of truly great sports stadiums. When design comes together in the perfect mix of technology and tradition, the venue becomes an event in and of itself.
AT&T Stadium provides a structure worthy of one of the most storied franchises in professional sports, while creating a true destination for fans. The venue strikes a balance between tradition and innovation by honoring the Cowboys’ legendary past and positioning the team for future success. Its technology, including some of the world’s largest high-definition screens incorporated throughout the project, creates an immersive experience for fans. It allows unmatched versatility, from its iconic operable walls and ceiling to its flexible seating bowl to its outdoor plazas. AT&T Stadium houses the team in a monumental structure whose design will stand the test of time.
The Vision and The Design
Tradition and Innovation: The design honors the legacy of the Cowboys and their global brand, preserving and reinterpreting iconic elements such as the Ring of Honor and the hole in the roof. At the same time, it remains vital and progressive, its modern form echoing the team’s focus on future victories and on continued innovation in the business of the professional sports.
Form: A simple form characterized by long sweeping lines in the plan, elevation and section, evokes grace and agility, but the true driver of the form is its function. The exterior shape was designed in response to the stadium’s internal requirements: the sweeping, canted 800-foot glass wall spans the length of the stadium, its angle following the deeper concourse requirements at upper levels, and contrasts to the concave forms at the end zones, which emphasize the monumental entry doors.
Structure: The monumental structure of the stadium is celebrated. Two steel arches, each spanning the entire 1,290-foot length of the stadium, express power and strength while supporting the huge interior volume of the stadium, and framing the end zone entry plazas.
Movement: The retractable roof and end zone walls transform the experience of the indoor stadium to that of an outdoor venue.
Color: Color is used as both a static imaging element and a dynamic, video-imaging element to emphasize the vigor and speed of the action on the field.
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