Neiman Marcus Unveils Innovative New Dallas Hub at Cityplace, Sets Bar for Collaborative Workspaces

The luxe retailer's innovative approach aims to foster collaboration and attract top talent while reducing real estate costs. "Our new Dallas Hub serves as a magnet, not a mandate," says CEO Geoffroy van Raemdonck.

Neiman Marcus Group has opened its new corporate hub in the 42-story Cityplace Tower, strategically located between Neiman Marcus Downtown and its NorthPark Center flagships.

Rightfully proud of the new space, Neiman Marcus CEO Geoffroy van Raemdonck showed off the hub Wednesday for Dallas Mayor Eric Johnson, other city officials, business and community partners, and Neiman Marcus leaders and associate Hub ambassadors.

The luxe retailer’s innovative approach aims to enhance collaboration, draw top talent, and reduce real estate costs.

‘A magnet, not a mandate’

Dallas Hub workspace [Photo: Neiman Marcus Group]

“Our new Dallas Hub serves as a magnet, not a mandate, in our remote-first hybrid environment. It was made possible through strong partnership with the city of Dallas and Mayor Johnson,” van Raemdonck said in a statement. “Our integrated retail model meets customers anywhere they choose, and the same is true for our associates with our integrated work philosophy. We empower teams to work wherever, whenever and however to achieve their best results.”

Committed to work from ‘wherever is most effective’

Dallas Mayor Eric Johnson with NMG CEO Geoffroy van Raemdonck [Photo: Neiman Marcus Group]

In accordance with van Raemdonck’s assessment that people should work from “wherever is most effective,” van Raemdonck recently moved to New York City, where, according to The Dallas Morning News, he will be closer to many top designers and suppliers at the company’s NYC hub.

Here in Dallas, however, Neiman Marcus’ new 85,000-square-foot corporate office occupies the 11th, 12th and 13th floors of the 42-story Cityplace Tower, which sits north of downtown Dallas along North Central Expressway.

The guest tour offered a firsthand look at the state-of-the-art collaboration technology while associates conducted meetings with their remote colleagues.

“It’s an honor to celebrate another proud moment in Neiman Marcus Group’s rich history—one that I am pleased to say began right here in Dallas,” Mayor Johnson said in a statement. “Dallas is the place to be. But Dallas is also well-positioned to win the future because of renewed investments like this in our city’s core by forward-thinking companies like Neiman Marcus Group. The Dallas Hub is a truly modern and state-of-the-art innovation center that will attract more talent to our great city.”

The WOW factor

Dallas Hub lounge [Photo: Neiman Marcus Group]

As a pioneer in remote-first hybrid work, Neiman Marcus Group launched new Ways of Working (NMG|WOW) in 2020.

Using associate feedback as a guide, NMG|WOW is the company’s unique, integrated working philosophy, built on a strong foundation of flexibility and accountability.

It has four pillars that the company said associates use: work smarter, be present, integrate work and life, and empower each other to achieve results.

“We strive to revolutionize luxury experiences, a concept that not only guides our customer strategy but also our people strategy,” Eric Severson, chief people and belonging officer, said in a statement. “NMG|WOW and our network of Hubs have revolutionized associate experience and enhanced our ability to attract top talent. As a result, we continue to see increased productivity, engagement and efficiency from our teams—including an initial 34% increase in employee satisfaction.”

Severson said that company had 52 offers from cities and developers to relocate Neiman Marcus’ headquarters staff and it hired commercial real estate firm Cresa to help it figure out what the best location would be.

Modern approach to corporate office space

A Dallas Hub meeting space where remote associates seem like part of the scene. [Photo: Neiman Marcus Group]

The three-story space at CityPlace Tower is custom-built for NMG teams and features leading-edge technology that fosters teamwork, innovation and creativity, Neiman Marcus said.

It can provide flexible workspace for up to 800 people at any given time and not only will it accommodate the collaboration needs of the company’s DFW-based corporate workforce, but also visiting brand partners, remote associates, and community partners.

While the NMG Dallas Hub is state-of-the-art and innovative, it also is steeped in the retailer’s storied history.

From butterflies to lounges to references past and present

Dallas Hub workspace [Photo: Neiman Marcus Group]

The space is adorned with iconic references of past and present, including photographs from the Neiman Marcus Awards, merchandise displays, and more than 300 butterflies hanging from the atrium ceiling—a symbol synonymous with the Neiman Marcus brand.

Five lounges evoke themes from some of Neiman Marcus’ top store locations and feature pieces created in collaboration with notable brand partners.

The company said that more than 40 “Hub Ambassadors” tested the new Hub and will lead the way in fostering an environment that will connect teams in person and virtually.

Neiman Marcus Group said the integrated working philosophy and modern approach to corporate real estate enhances associate experience while reducing corporate real estate costs in Dallas-Fort Worth by roughly one third when compared to fiscal year 2018.

The company said the NMG Dallas Hub will open fully to all associates later this month.

More scenes from the Dallas Hub opening

NMG CEO Geoffroy van Raemdonck [Photo: Neiman Marcus Group]

Dallas Mayor Eric Johnson with Eric Severson on a Dallas hub tour. [Photo: Neiman Marcus Group]

Dallas Mayor Eric Johnson with NMG’s Ryan Ross [Photo: Neiman Marcus Group]

[Photo: Neiman Marcus Group]

Dallas Mayor Eric Johnson with NMG CEO Geoffroy van Raemdonck and NMG leaders at the retailer's new Cityplace HQ.

[Photo: Neiman Marcus Group]

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