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Introducing Deco

Will Downtown Fort Worth's first residential high-rise in decades redefine luxury living?

The Fort Worth skyline has a dazzling new addition, Deco, a 27-story residential tower near Sundance Square, seemingly poised to set a new standard for urban living. As Southern Land Company’s first high-rise in downtown Fort Worth, Deco is the newest modern luxury residence in a city known for its rich history and deep cultural roots. Tim Downey, the founder and CEO of Southern Land Company, was first inspired by the vibrant neighborhoods, walkability, and distinctive charm of Fort Worth during visits to the city years ago and began envisioning a luxury high-rise in 2005. His vision, now proudly materialized, sits at 969 Commerce Street. 

The exterior of Deco, carefully designed by Dallas-based GDA Architects, and interior design, which is the work of Dallas-based Faulkner Design Group—both in partnership with the Southern Land Company in-house design team—noticeably pay homage to Art Deco architecture commonly found in Fort Worth, blending the geometrical elegance of the era with contemporary details.

An Art-Deco-style art installation above the main entrance gives residents, visitors, and passersby a sneak peek of the decor inside. The stainless-steel artwork titled "Elevation," designed by Senior Designer Steven McGann from GDA Architects is a striking piece that feels at home among the many buildings constructed in Fort Worth before the Second World War when Sanguinet & Staats created the first high-rise in the city, the iconic Flat Iron on Houston Street. "Elevation" symbolizes the act of rising and becoming greater, a nod to the sky-rise building, and the elevated living experience Deco aims to offer. This artwork, crafted in collaboration with fabricator Zahner, enhances the building façade and celebrates the varied cultural roots of the city.

The distinct style of the building continues into the lobby and throughout the 302 one-, two-, and three-bedroom apartments and penthouses. Each unit boasts spacious, private balconies that offer residents an unobstructed slice of the Cowtown skyline. The interiors showcase durable and trendy Bianco Carrara quartz countertops, polished chrome fixtures, and stainless steel appliances. From vinyl wood flooring in cool cinnamon or warm ivory tones to custom modular closets, every element hopes to enhance comfort and style.

Residents have their pick from a range of pet-friendly floor plans, including 19 apartment designs and six penthouse layouts. The penthouse units feature additional luxuries like free-standing bathtubs, wine refrigerators, wet bars, and double balconies. Additional features include soft-close drawers with rose gold pulls, fully upgraded appliance packages, and Chicago oak wood flooring. Some units even offer configurable walk-in pantries and full-service laundry rooms with sinks, shelving, and cabinetry. The walk-in closets, with islands and custom shelving, provide ample storage space, making them a standout feature.

Each unit, whether a penthouse or an apartment, upholds a strict standard of quality that Public Relations Director Jenna Lefever says comes standard.

So, what could the price tag be for such extravagance? Leasing agents say current rates range from$2,080 for a one-bedroom apartment to $13,969 for a luxurious penthouse; a surprisingly broad range Lefever says will fit various lifestyles and hopefully broaden the accessibility of luxury living in downtown Fort Worth.

During the hot summer months, residents will be thankful for the multi-level amenity deck featuring an outdoor resort-style pool and spa, both heated when temperatures drop. The area on the 24th floor also boasts a poolside bar, lounge, and a 180-inch jumbotron; the Nouveau Sky Lounge, also on the floor, continues the Art Deco motif in its shared executive space. The lounge also contains a demonstration kitchen with a wraparound bar, billiards, and spectacular views. Residents can walk up one floor to an outdoor green space featuring a dual-facing firepit that waits for a cool evening. Additional offerings include a state-of-the-art athletic studio, a dedicated dog grooming spa, a lobby lounge with a social bar, a bicycle repair shop, and an onsite concierge service from 6 a.m. to 10 p.m. Residents can also enjoy secured parking with electric vehicle charging stations and advanced technology features like access control home entry and a Luxer package center for convenient storage and after-hours parcel collection.

The arrival of Deco has been a significant event for Fort Worth, marking the end of a 30-year hiatus since the last residential tower graced downtown. Lefever believes the impressive 567,000-square-foot building will become more than an incredible living space for its residents and explains how Deco is a testament to the Southern Land Company's commitment to creating something truly unique. Lefever explains that no two buildings in their real estate portfolio are alike, insisting that each one reflects or complements the city or neighborhood in which it resides. Deco is no different, offering a distinctive blend of modern amenities and timeless charm only found in Fort Worth.

The building is a few steps from the desirable dining, shopping, and entertainment district at Sundance Square, giving residents access to vibrant city life while enjoying the peace and luxury of a high-rise sanctuary. The building is also close to General Worth Square, which appeals to anyone interested in walking to a beautiful public space to relax and unwind.

Foodies will be delighted with the ground-level dining space, which will soon host Broadway 10 Bar & Chophouse, commonly abbreviated to B|10; the first in Texas. This modern chophouse, opening in early 2025, will offer a menu of hand-rolled sushi and hand-cut steaks and seafood grilled over pecan, oak, and hickory woods. B|10 will be a culinary destination that embraces the cattle running history and contemporary tastes of Fort Worth. The onsite, up-scale restaurant has the potential to elevate Deco’s appeal as a culinary destination, serving residents and attracting visitors from across the city. Lefever believes B|10 will become a highlight of Deco, enhancing the reputation of the building and increasing demand for residency.

Beyond its luxurious residences and top-tier amenities, Deco emphasizes community and connectivity. Southern Land designed the building to foster social interactions and a sense of belonging among residents. The lobby lounge, with its social bar, serves as a welcoming space for neighbors to gather, chat, and build friendships. The luxury accommodations in the Nouveau Sky Lounge acknowledge a modern professional’s need for flexible, convenient workspaces. Whether hosting a business meeting in the well-appointed shared executive space or cooking for friends in the demonstration kitchen, Lefever says that Deco accommodates the professional and personal lives of its residents with ease.

Fitness enthusiasts will appreciate the state-of-the-art athletic studio, fully stocked with video-enabled treadmills, spin bikes, an interactive Echelon mirror, and top-of-the-line free weights, rendering a costly gym membership moot. For pet owners, the dedicated dog grooming spa ensures that furry friends are well taken care of.

For locals paying attention, the arrival of Deco in Fort Worth signifies more than just the introduction of a new residential option; it represents a milestone in the city's ongoing evolution. Southern Land Company’s continued growth and development in Texas, including projects in Keller, Allen, Plano, Dallas, McKinney, and Houston, underscores its apparent formula for success. Lefever says Deco, as the company’s first venture in Fort Worth, required the utmost attention to detail from a team eager to please the respected tastemakers in the area. Their efforts are clearly seen in the product.

With no expense spared, it seems the bar for downtown living has been set at Deco, where modern luxury meets the enduring practical style of Fort Worth, where Downey, and many before him, made a dream reality.