Drawing inspiration from the nearby Irving Convention Center, Acadia –working in association with Gensler - designed an entertainment center that would fit seamlessly into the proposed site. Using brick, perforated panels, and a mixture of super graphics, an environment was conceived to house a large indoor/outdoor performance hall along with an attached retail component.

Smaller, outdoor performing stages scattered within the retail component were placed for outdoor performances, with the possibility of use for a large music festival.

The Music Factory includes an eight-screen Alamo Drafthouse Cinema, 8,000- seat Live Nation indoor/outdoor concert hall, other entertainment venues, restaurants and specialty eateries. A four-story office building sits on top of the parking garage.