How do you Revive a Neglected District Through an Iconic Building?

Magnolia Petroleum Building Dallas, Texas

Expertise

  • Mixed-Use
  • Renovation
  • Retail

Size

17,300 SF
Adaptive Re-use of a Dallas Icon

East Quarter is a neglected area surrounded by multiple thriving but separate districts. It’s being re-envisioned as a modern-day urban neighborhood that will stitch together these disconnected areas. It’s epicenter is the Magnolia Petroleum Building, which will serve as the social heart of the neighborhood.

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Capitalizing on Character

The design respects the building’s character while transforming it into a multi-tenant food hall that will spark engagement from morning through the night. It will house a coffee pastry shop, meat market, full-service restaurant, and a large rooftop bar. The new layout allows for more usable space and creates new horizontal and vertical circulation areas.

Pedestrian-Friendly Plaza

The site plan focuses on enhancing the pedestrian experience and creating new green space. Jackson Street on the south side was reduced from four lanes to one, giving back the remaining land to a public plaza. This plaza acts as a protected bike path as well as a green extension of the recently-funded Harwood Park to the west. Additionally, by reversing the direction of Jackson Street and lengthening the median on Cesar Chavez to the east, the design reduces traffic paths, creating less confusion and subsequently a safer and more enjoyable pedestrian experience.

  • Site Plan
  • Existing Traffic Pattern
  • Improved Traffic Pattern
  • Existing Pedestrian Access
  • Proposed Pedestrian Access
  • Existing Section
  • Proposed Section
  • 1. Remove three traffic flows into main intersection 2. Lengthen medians to simplify intersection 3. Add parking to reduce traffic speed

    1. Remove three traffic flows into main intersection
2. Lengthen medians to simplify intersection
3. Add parking to reduce traffic speed
  • 1. Enhance walkability and create an inviting plaza 2. Accommodate protected bike lane connection 3. Allow thru traffic under building for additional public space 4. Create engaging storefronts from streetview 5. Connect greenspace to nearby park

    1. Enhance walkability and create an inviting plaza
2. Accommodate protected bike lane connection
3. Allow thru traffic under building for additional public space
4. Create engaging storefronts from streetview
5. Connect greenspace to nearby park
The Heart of East Quarter

East Quarter was once known as an automotive and industrial hub in the 1920s closely nestled to Downtown Dallas within the Central Business District. With the resurgence of Downtown Dallas, this ideal location is being re-envisioned as a creative epicenter in the heart of Downtown. The historic character of the area will drive the design and planning of East Quarter and create a modern-day urban neighborhood.

Recognition

  • AIA Dallas Unbuilt Award
    AIA Dallas Unbuilt Award Critic's Choice: Mark Lamster, Dallas Morning News
Want to learn more about East Quarter? Visit our Project Page

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