The new Uptown headquarters for Dallas-based Publicis Hawkeye has been five years in the making, but, even then, firm leader Steven Dapper — who founded Hawkeye — wanted the design architects to think outside of the typical office box from the start.
Two years later, Publicis Group’s acquisition of Hawkeye in March 2014 underlined that design effort.
“We started initially working with Hawkeye five years ago, but the project was put on hold,” Staffelbach Heinz”>Jo Staffelbach Heinz, CEO of Dallas-based Staffelbach, told the Dallas Business Journal.
“When Publicis acquired Hawkeye, the project design took on an even greater significance with Publicis being based in Paris,” Heinz added.
Hawkeye, which specializes in digital marketing and CRM, helped boost Publicis’ efforts in the digital world. But it was important to get everyone working together under one roof and Dapper wanted to stay in Uptown, she said.
“Staying in Uptown was critical to them,” said Heinz, adding the location helped retain and recruit talented employees in a neighborhood known for its growing corporate presence.
That meant Publicis Hawkeye, a full-service marketing agency, had to get everyone — about 300 employees — under one roof in Uptown. Prior to the move, the Publicis entity was located at The Shops at Legacy in Plano.
The firm’s uptown office grew from a floor-and-a-half to three floors totaling about 51,000 square feet in the office building at the Quadrangle at 2828 Routh St. in Dallas.
The expansion allowed the Publicis Hawkeye team to brand a reception floor, or landing pad, that later helped inspire the concept of neighborhoods — or branded working groups within the new office, said Jonathan Grefaldon, vice president at Staffelbach, who oversaw the design concept.
“We created these neighborhoods that are branded differently for identity reasons,” Grefaldon said. “From the materials to the walls to the furniture accents — they are all different colors and materials — to help with way finding in the office.”
Each neighborhood has a color, such as red, with five different hues of red played into the design and accents to enhance the space, he said. That neighborhood blends into the next with the help of a shared conference room, which showcases two accent walls — each a neighborhood color.
In all, there are eight neighborhood brands. The new three-floor office includes a total of 21 conference rooms, with a work cafe off the reception area and a men’s and women’s locker room to encourage the use of the nearby Katy Trail.
The first two floors of the office are connected by a staircase that will be used for all-company stand-up meetings.
“We wanted to make the interior environment reflect the culture and reflect their work,” Heinz said. “This made sense for them to be functional, efficient and the neighborhoods really allow them to do their job well.”
Balfour Beatty Construction is the project’s general contractor.
Completion of Publicis Hawkeye’s interior work is expected this summer, which includes large graphic-style artwork created in-house by Publicis Hawkeye artists.
Want to see a preview of the new Dallas headquarters? Check out the attached photos and renderings of the space.