Fort Worth Staple for 50 years moves to new high-tech headquarters and changes name


IIn an increasingly digital and content-driven world, even Fort Worth’s GCG Marketing, which is almost 50 years old, has decided to build on the trend. Renamed Agency Habitat last year, the agency has now redeveloped a warehouse just north of the city’s thriving foundry district, transforming it into a state-of-the-art agency space.

They also opened a full-service onsite audio / video production facility called Lowtown Studios onsite. Content creation is no longer just a side activity.

In fact, Fort Worth is emerging as a production hotspot in the State of Texas, with film and recording gaining ground every year. Producers and customers alike choose Cowtown for its charm and creative talent pool, as well as for its first-rate facilities.

The upscale interiors of the modern advertising agency, designed for the creation of digital content.

Through a partnership with Dallas-based architecture and interior design firm Coeval Studios, Agence Habitat’s former industrial building at 2733 Cullen Street has now been reimagined as an airy, open space with place to breathe, collaborate and create all forms of digital content. . Every square inch of space is a worthy backdrop.

Coeval Studio partners John Paul Valverde and Miguel Vincens have made a name for themselves designing modern spaces such as upscale restaurants, bars, cafes and shops. Inside Agence Habitat’s new headquarters, you’ll find a stadium seating area, fully stocked bar, arcade loft, private booths for phone calls, soothing greenery, and a variety of lounges.

Contemporary seamless spaces like this wall of greenery.

“As the agency continued to evolve into new media and content creation, we knew we had moved beyond our previous space,” says Lauren Coleman, the agency’s executive creative director. “We needed an environment that could work for us. We built Agency Habitat to be our own content creation playground.

River Oaks District














“Every wall, tile, common area and even bathroom has been designed to help us create content for our customers. With the speed at which social media evolves, we needed a space that could help us move even faster and smarter.

It was important to President and CEO Neil Foster that the building be influenced by areas where people naturally congregate, rather than being cordoned off in the gopher towns or compartment towns of the 1980s.

“We wanted to build a place where people could enjoy working together,” says Foster. “I never understood the traditional agency model of people moving up and moving into offices, effectively separating from their team and cutting off the possibility of communication and collaboration.

“No one at Agence Habitat has an office, no one has an assigned seat. We encourage everyone to come and sit down with whomever they need to do their jobs on this day. And it could be different every day.

Stadium seats allow creativity to flourish at Agency Habitat.

Lowtown Studios, located in the same building, is a fully equipped production studio with four sound stages and podcast booths. Here you’ll find a full test kitchen and DFW’s largest three-wall green screen, as well as a sound booth, editing room, client lounge, and dressing room for hair and makeup.

Agency Habitat will celebrate its grand opening at an open house at 2733 Cullen Street in Fort Worth at 6 p.m. on November 4. The event will feature complementary foods and beverages from Fort Brewery. DJ Sober will provide tunes.

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