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Looking for a way to create a brand centerpiece and an engineering marvel, Dr Pepper partnered with GES to develop the Dr Pepper “Star Bar” at AT&T Stadium. The storied venue is the home of the Dallas Cowboys, the Big 12 Championship Game and numerous concerts and major events.

GES first installed the original Dr Pepper Star Bar during the venue opening, successfully providing entertainment and refreshment to every kind of fan for many years. Recently, the iconic beverage brand requested GES refresh the installation, bringing more of the brand into the experience. Initially, Dr Pepper only wanted to do a light update, but after detailed review and discussions with GES experts, the teams collectively decided on a completely new Dr Pepper Star Bar experience.






One of the biggest challenges when working with the permanent structure at AT&T Stadium is the retractable roof. The wind power radiates through the venue when the roof is open - an element which must be considered prior to design of any kind. The structure had to meet an appropriate wind load rating before it would be approved. GES needed to create an engineering marvel which addressed the challenge yet still provided the Dr Pepper brand experience for fans attending games or events. 

Dr Pepper Star Bar Table and Screen
Star Bar Dr Pepper


To meet expectations of this iconic brand, GES designed and fabricated the panels out of Alucobond to allow for movement when the stadium was open. Using this cutting-edge technology frequently found in kinetic and dynamic facades, GES designed, engineered, fabricated and installed a brand experience that accented this iconic stadium. This marvelous structure looked vibrant and also possessed a responsive, flexible quality that easily adapted to the climate in the building. The aluminum core fabrication factored in designed movement when wind passed through the structure.

GES brought to life a visually dazzling concept, highlighting the forward evolution of Dr. Pepper and resulting in an innovative brand experience inside a truly engaging, immersive space.

Violet Gradient


With dynamic design, strategic thinking, and some good old-fashioned elbow grease, GES crafted an exceptional fully-immersive fan experience for visitors, magnifying Dr. Pepper’s brand and creating a space for all to enjoy.


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