The Crescent

Property Rebranding

The Crescent was built in 1986 and quickly became the most iconic structure in Uptown Dallas. When the opportunity arose to assist in the renovations of the landmark property, Staffelbach joined the team for the four year endeavor as project manager and lead designer. The owner’s goal was to increase tenant occupancy as well as accessibility to the public by opening the iconic office towers, adjacent hotel, retail and entertainment amenities as gathering space for the vibrant Uptown neighborhood.

Renovation plans to the complex called for a new storefront for retail outlet, Stanley Korshak, plus larger, more enticing window displays with revolving, eye-catching merchandise showcased against white-box backdrops. Palomino restaurant received a street entrance and more outdoor seating. The revamped and “greening” of the motor court – located between the office buildings, the Rosewood Crescent Hotel and entertainment spaces – involved the removal of curbs and the “Stonehenge-like structure” that dominated the center. Pavers and stained concrete were installed; high rise live oak and river birch trees were planted to create a piazza-like, tree-lined drive and pedestrian walkway; and new signage was installed throughout the entire project.

When asked to revamp The Crescent Lobby 200, Staffelbach focused on creating a symbiotic relationship between the interior architecture and the greater modern vision for the landmark structures. The beautifully designed public areas bring light and sophistication to the ground floor of this heavily-trafficked office tower.

Featuring significant architecture improvements including redesigned light fixtures and updated seating areas, the lobby showcases a traditional marble sculpture between unique ceiling-to-floor light panels designed by the Staffelbach team. The design includes additional seating areas and original artwork placement, and lighting elements that add a more modern appearance to the existing space.

Staffelbach provided creative direction, project management and lighting consultant and collaborated with: Landscape Architect – The Office of James Burnett; Architect – GDA Architects; Graphics, Signage and Wayfinding – focusEGD; Structural Engineer – Thornton Tomasetti; Civil Engineer – Brockette Davis Drake; MEP Engineer – Schmidt & Stacy; and Contractor – The Beck Group to achieve the Crescent Team’s goals.