*TenOverSix is now known as 4510/SIX, having been acquired by fashion retailer Forty Five Ten.
Forget everything you thought you knew about Dallas, Texas – at least everything from the TV show anyway, for the only vulgar thing about this overhaul of the city’s downtown Joule Hotel is the enormous budget. The Joule – a 1920s neo-gothic belter – has just been revamped to the tune of $78 million, that was J.R.’s monthly Scotch bill but in any other context a massive load of money. The public areas have seen the benefit of the outlay, and nowhere more so than the TenOverSix-designed community spaces.
Providing guests with whatever they could need without stepping outside the hotel’s impressive walls, the L.A. concept store’s gift shop interiors follow the gallery ethos of being as unobtrusive as possible, with the products providing the visual impact as much as possible. The Weekend Coffee is also a demure affair, more latte than espresso. TenOverSix’s involvement even extends to a reworking of the lobby; bolder than the retail section without being brash. It’s quite autumnal in fact, with browns and beiges and rust coloured prints, leafless trees hanging from the wall and from the ceiling in the form of light installations. What most impresses though, is the hotel’s willingness to embrace contemporary lifestyle, the lobby culture that Ian Schrager pioneered in the ’80s and ’90s continues to be taken to the nth degree and Dallas’ Joule Hotel is yet another fine example of pushing the envelope of what a hotel should and should not be.