Renovated a downtown landmark to better connect travelers with the spirit of Houston. The George R. Brown Convention Center is now a focal point of downtown and was showcased to over 111 million viewers during Super Bowl LI, significantly elevating its visibility and marketability.
The Problem
The George R. Brown Convention Center plays a critical role in Houston’s downtown, yet it struggled to create a positive or intuitive experience. Both attendees and locals found the space difficult to navigate and disconnected from its surroundings. We were awarded the opportunity to reimagine the center to improve usability, connectivity, and competitiveness within the national convention landscape.
The Design Journey
Research
We began by studying the site and the people it served—observing attendee behaviors, movement patterns, and traffic flow throughout the day. From locals attending community events to large-scale tech conventions, we analyzed how people entered, navigated, and exited the space. We also benchmarked against convention centers across the country and worked closely with the client to understand operational needs, constraints, and success metrics.
Key Takeaways
The center suffered from fragmented circulation and poor flow.
Eight lanes of Avenida de las Americas acted as a drop-off zone and physical barrier between the convention center and Discovery Green.
Registration occurred on the second floor, while exhibition halls were accessed on the ground level.
Attendees were often forced outdoors or upstairs to move between exhibition halls.
Overall, the original design lacked empathy for attendee experience and hindered connectivity.
Humanizing the scale and experience.
The Business Impact
Our redesign prioritized attendee experience as the primary driver of value. Passenger drop-off was relocated, allowing Avenida de las Americas to be transformed into a pedestrian-friendly public plaza seamlessly connected to Discovery Green. We introduced a centralized grand entrance and converted 100,000 square feet of exhibition space into a continuous concourse designed to encourage movement, interaction, and connection.
By putting people first, the response has been overwhelmingly positive. The George R. Brown Convention Center is now a focal point of downtown Houston and was showcased to over 111 million viewers during Super Bowl LI (CNN), significantly elevating its visibility and marketability.
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