Larry Robbins helps reimagine building as entertainment hub

By Amy W. Sorter

There are typically two paths for aging commercial real estate: demolition or reinvention.

At 4355 LBJ Freeway in Farmers Branch, the winner is reinvention.

The 160,000-square-foot build-ing at LBJ and Midway Road, once home to Freed’s Furniture and later the Rainbow Trade Mart, is beginning a second life as an entertainment hub.

11 MAX Indoor Fun Park opened there in February 2026, bringing trampolines, dry slides, obstacle courses and party rooms to the space. Another tenant, Interskate Skating of Lewisville, plans to open its second Metroplex rink this fall.

Capstone Commercial Vice President Larry Robbins, the property’s listing broker, is in talks with additional entertainment users to fill the remaining space.

“This is a new concept that makes sense for today’s families, as traveling is becoming more expensive,” Robbins said.

The transformation also mirrors broader changes along Interstate 635 between the Dallas North Tollway and Interstate 35E.

From showrooms to mixed use

When LBJ Freeway pushed west from Central Expressway into Farmers Branch in the early 1970s, it cut through largely rural land. Development followed quickly, with large-scale office campuses, trade centers and showroom spaces lining the corridor.

That was the case at 4355 LBJ, which was built in 1971 and purchased by the Freed family in 1974.

Freed’s Furniture closed in 2018. With Robbins’ assistance, the property was sold to the owners of the Rainbow Trade Mart, who still own it today. By then, however, the big-box showroom and office campus format along LBJ was declining, with parts of the corridor underutilized and dated.

That’s changing.

“Many of the older buildings are being repurposed into different uses,” Robbins said.

Nearby, the former Valley View Mall site is being redeveloped into the $85 million mixed-use Premier at Midtown. An office building at 5550 LBJ is also being converted into a mix of market-rate and affordable apartments.

These and other projects point to a shift toward higher-density, mixed-use development tied to nearby retail and employment centers, including the Galleria.

As for 4355 LBJ, “the building is in the heart of North Dallas and caters to all demographics,” Robbins said. “Traffic counts on LBJ are huge, and the time is right for this type of entertainment venue.”

Fun for families

In January 2025, 11 MAX’s team approached Robbins about opening its first U.S. franchise at the site.

Ownership supported the concept, but zoning changes were required. Robbins worked with the city of Farmers Branch to establish a new “Entertainment District” overlay, a move he said many initially doubted would succeed.

“Many brokers told me I was dreaming,” he said. “But it worked.”

Renovations followed, with both tenant and ownership investing significantly to convert the second floor into an indoor entertainment center.

Community response was strong. More than 3,000 presale tickets were sold ahead of opening, and party rooms booked quickly. Since 11 MAX’s opening, Robbins said attendance “has been through the roof.”

While the indoor fun park occupies the upper level, work is underway on the first floor for Interskate Roller Rink. Owned by Luther Bernstein, the business has operated in Lewisville since 1982. The Farmers Branch location will be its second.

Community connections

For Robbins, the project is about more than leasing space — it’s about creating places where people gather.

“In my opinion, the entertainment segment will grow, based on the success of 11 MAX,” he said.

With a background in construction, Robbins said he’s drawn to adaptive reuse projects. “I’ve always liked taking buildings to a different level by converting them into something new,” he said.

There’s also a personal connection. Robbins has long been part of the Dallas Jewish community and attends services at Tiferet Israel. The fact that 4355 LBJ was once owned by a prominent Jewish furniture business adds more impact to its transformation. Robbins noted a personal connection: When his family moved from Odessa, Texas, in 1968, they furnished their home through the Freed family’s original Northwest Highway store.

Like many older properties, the building has entered its next chapter. Once a place where families bought furniture, 4355 LBJ is now a destination for the community to come together.