CityCenterDC Adds Another Iconic Holiday DĂ©cor Tradition

(WASHINGTON, DC) – CityCenterDC, the landmark, mixed-use development, has added an exciting new element to its eagerly anticipated annual holiday décor program. In addition to the city’s largest tree and reindeer display, CityCenterDC unveiled a new holiday art component along the main retail transverse of the neighborhood, Palmer Alley.

The “Dream Closet” installation is transforming Palmer Alley into a whimsical corridor filled with dynamic ornaments, encouraging people to linger, photograph and shop in and around the space.

SWATCHROOM, a D.C. based full-service creative design and fabrication studio, has taken the most basic retail iconography, the clothing hanger – a functional object essential to retail – and used it as inspiration to create imaginative, modern holiday ornaments. Filling the 550-foot long Alley, Dream Closet consists of 400 ornaments in various sizes, cut patterns and heights, adding to the visual complexity of the space and creating interest that is both awe inspiring in scale and simplistically beautiful.

Maggie O’Neill, local artist and co-founder of SWATCHROOM, stated, “CityCenterDC is the premiere place for holiday shopping and for building a wish list for your own personal dream closet. Dream Closet will enhance CityCenterDC as a must-see destination this holiday season for shoppers, tourists and locals. We had fun designing and fabricating this installation and we hope people enjoy it.”

CityCenterDC General Manager Timothy Lowery added, “In addition to the amazing holiday shopping, CityCenterDC is also known for creating public art to enhance the shopper’s experience, as is evidenced by The Gateway at CityCenter. We are thrilled to bring the annual tree-lighting tradition to CityCenterDC, and are so excited to partner with this local team to elevate the holiday experience with this imaginative holiday addition to Palmer Alley.”

In addition to the Dream Closet, shoppers can also marvel at the third-annual holiday tree while visiting CityCenterDC. The monumental 75-foot American-made tree includes a dazzling six-foot in diameter manzanita starburst topper with 16 arms, as well as 4,525 ornaments adorned with 30,000 hand-crafted silver-leaves. In addition, 156,000 LED lamps on and around the tree will help light the night. Two 25-foot reindeer, made from 37,000 manzanita twigs, will also be on display in The Plaza at CityCenter for visitors to enjoy.

CityCenterDC will be hosting a series of holiday events Fridays, Saturdays and Sundays through the holidays. For the full list of events, go to

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SWATCHROOM is a multi-disciplinary design + art + fabrication firm based in Washington, DC that redefines the traditional design/build paradigm. We specialize in the translation of conceptual ideas + brands into experiences + built environments. We have an award-winning track record of providing authentic + wildly successful outcomes for our clients, which often sit at the intersection of high end interior design, custom fabrication, decorative finishing + art curation. OUR TEAM consists of architects, designers, artists, fabricators, finishers, graphic designers + branding experts. OUR BODY OF WORK includes the completion of restaurants, bars, hotels, art installations + residential projects in Washington DC, Palm Beach, Chicago, Aspen + Los Angeles; all characterized by a highly conceptual approach, innovative design solutions, consistent execution + a result that is truly one of a kind.

About CityCenterDC
CITYCENTERDC ( is a unique, pedestrian-friendly, 10-acre mixed-use development, located in the heart of downtown Washington, D.C., on a 4.5-block parcel bounded by New York Avenue, 9th, H and 11th Streets, NW. The initial phase of the project consists of than 191,000 square feet of retail space situated at the base of six buildings that encompass 522,000 square feet of office space, 458 rental apartment units, and 216 condominium units, a public park, a central plaza and pedestrian-oriented streets and alleyways.

Foster + Partners, an international studio for architecture, planning and design based in London, served as the master-plan architect and the design architect for the office and for-sale-housing components. Shalom Baranes Associates, P.C., a Washington-based architectural firm, served as the associate master-plan architect and led the design effort on the residential rental component.

Construction of the project commenced in March 2011, with initial occupancy in December 2013 for the residential buildings and early 2014 for the office and retail components. A joint venture between Clark Construction Group, Smoot Construction of Washington, D.C., and McKissack and McKissack was the general contractor. The Conrad Washington, D.C. is under construction with initial occupancy expected in the first quarter of 2019.

The third component of CityCenterDC will be constructed by the Gould Property Company and its partner, Oxford Properties Group and will consist of 500,000 square feet of office space and 40,000 square feet of additional retail. A start date for this component has not been set.

About Hines
Hines is a privately owned global real estate investment firm founded in 1957 with locations in 192 cities in 20 countries. Hines has $93.2 billion of assets under management, including $47.9 billion for which Hines provides fiduciary investment management services, and $45.3 billion for which Hines provides third-party property-level services. Hines has 105 developments currently underway around the world, and historically, has developed, redeveloped or acquired 1,180 properties, totaling over 379 million square feet. The firm’s current property and asset management portfolio includes 483 properties, representing over 199 million square feet. With extensive experience in investments across the risk spectrum and all property types, and a pioneering commitment to sustainability, Hines is one of the largest and most respected real estate organizations in the world. Visit for more information.