50-Year Fort Worth Staple Moves Into a New High-Tech Headquarters, Changes Its Name

In a world that is increasingly digital and content driven, even Fort Worth’s nearly 50 year old GCG Marketing decided to lean into the trend. Rebranding last year to Agency Habitat, the agency has now retrofitted a warehouse just north of the city’s burgeoning Foundry District, turning it into a state-of-the art agency space.

They opened an on-site full-service audio/video production facility dubbed Lowtown Studios onsite as well. Content creation is not just a sideline anymore.

In fact, Fort Worth is fast becoming a production hotspot in the state of Texas, with film and recording gaining ground each year. Producers and clients are choosing Cowtown as much for its charm and creative talent pool as its topnotch facilities.

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

Coeval Studio partners John Paul Valverde and Miguel Vincens have made their name designing modern spaces like restaurants, bars, coffee shops and upscale stores. Inside the new headquarters of Agency Habitat you’ll find a stadium seating area, fully stocked bar, arcade loft, private booths for phone calls, soothing greenery and a variety of lounge areas.

“As the agency continued to move into new media and content creation, we knew we had outgrown 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.

“Every wall, tile, common space and even bathroom was designed to help us create content for our clients. With how fast social media moves, we needed a space that could help us move even quicker and smarter.”

It was important to president and CEO Neil Foster that the building be influenced by areas where people naturally gather, rather than being cordoned off in 1980s style gopher towns or cubicle cities.

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

“Nobody at Agency Habitat has an office, nobody has an assigned seat. We encourage everyone to come in and sit with who they need to in order to get their job done that day. And that might be different every day.”

Lowtown Studios, located in the same building, is a fully equipped production studio with four sound stages, and podcast booths. There you’ll find a full test kitchen and the largest three-wall green screen in DFW, as well as a sound booth, editing suite, 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 pm on November 4. The event will feature complementary food and drinks from Fort Brewery. DJ Sober will provide tunes.