Bedazzling Downtown with the Joule Expansion

By Chandler Broadrick

Neiman Marcus’ flagship store, on the corner of Main Street in downtown Dallas, brings shopaholics around the world to our city. But quite frankly, there’s really not much more to do downtown.

Timothy Headington, No. 206 on Forbes magazine’s list of United States billionaires, hopes to change all that.  Headington is determined to jumpstart downtown Dallas’ image by revamping it with a $78 million renovation of The Joule hotel. The Joule’s new lobby will have upscale shopping like downtown has never seen. Among the add-ons are clothing stores Traffic Los Angeles and TenOverSix, another spinoff.

Photo by Chandler Broadrick

Photo by Chandler Broadrick

Traffic Los Angeles started on Hollywood Boulevard in the ‘70s. The boutique’s first store outside of California, the Joule men’s store opened its doors March 7. “It has nice dark hardwood floors and the back has real exposed bricks. It’s really industrial looking,” says Megan Yeaman, the assistant boutique’s manager. Currently the men’s store carries Daniel Patrick + Knomadik, Dolce & Gabbana, and Rick Owens.

Photo by

Photo by

The women’s store and specialty shop, Commes des Garcons Play, are soon to follow. Traffic Los Angeles website says that they pride themselves with always being on the cutting edge of fashion and finding the next best thing.

TenOverSix will launch its Dallas store in the lobby, too, along with a specialty store and co-owned coffee shop. Kristen Lee, cofounder of TenOverSix says on the store’s blog: We love the people we are working with at the Joule, and we’re all falling in love with Dallas! TenOverSix carries women’s apparel, shoes, bags and jewelry with designer brands such as Acne, Alexander Wang and Vena Cava. Right next-door, the specialty shop TenOverSix Presents will offer gifts, home design pieces, industrial design, artwork, and beauty products.

“We have a built-in customer with the hotel guests, and have carefully selected some amazing gift items for them. The amazing new group of retailers and restaurants the Joule has put together will also be a draw, and will find us in great company,” Lee says.

Both stores are all-white spaces with terrazzo flooring and custom lighting and carry work by a total of 80 designers. They will rotate different artists, pop-up shops and trunk shows throughout the year. TenOverSix and the hotel are collaborating to create a coffee shop, Weekend Coffee, as well.

As far as the hotel’s revamp, interior designer Adam Tihany leads the project. At the renovation’s completion there will be an additional 21 room, eight suites, three penthouses, new ballrooms and a rooftop terrace and garden. The new spa designed by ESPA will stretch 8,000 square fteet and includ six deluxe treatment rooms, an ice fountain, steam room, sauna, geothermal pool, and experience showers.

Photo by Chandler Broadrick

Photo by Chandler Broadrick

A new restaurant and lounge are coming to The Joule as well. The restaurant, CBD Provisions, will serve American comfort food for breakfast, lunch and dinner. The new lounge, Mirth & Refuge, is a subterranean cocktail lounge including many cool digital facilities.

Besides The Joule’s expansion, Headington is creating a retailer’s haven between his hotel and Neiman Marcus on Main and Commerce streets. Over the past five years Headington has purchased the five tenant spaces between the two buildings.

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