Developers Give Lindbergh City Center New ‘Uptown’ Name Ahead of Planned Redevelopment

Updated brand 'represents the future of the transit- and trail-oriented development.'
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Rubenstein Partners, L.P. on Monday announced “Uptown” will be the new brand for the 47-acre development formerly known as Lindbergh City Center, one of the first transit-oriented developments in Atlanta. 

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The new name is part of Rubenstein’s redevelopment of the center into a “hyper-accessible, active, mixed-use hub and a single point convergence for some of the city’s largest pedestrian and bike trails including The Atlanta BeltLine and The South Fork Trail,” according to the announcement.

Uptown will be the “largest mixed-use development in the City of Atlanta” to connect directly with MARTA and the city’s major pedestrian trails. 

Atlanta’s 22-mile urban trail, the BeltLine, will connect via the northern end of the Eastside Trail toward Uptown.

The South Fork Trail, a nature trail along the banks of Peachtree Creek, will meet the mixed-use destination near Lindbergh Drive and Rubenstein is exploring additional ways to connect the development with other existing pedestrian trail networks throughout Atlanta.

“This is the perfect moment for a reimagining of this transit-oriented development as we emerge from a pandemic that has placed new importance on connecting with people and amenities,” Jacob Vallo, MARTA’s senior director of transit-oriented development, said in the announcement.

“Rubenstein’s vision will make good on the original promise to connect the surrounding neighborhoods with an amenity-rich development and transit.” 

Uptown encompasses approximately 120,000 square feet of retail space, nearly 1 million square feet of office space and a variety of community gathering places throughout the site, all poised for redevelopment.

“We are focused on enlivening the 20-year-old property’s office, retail and public realm through creative design and community partnerships, all in a way that celebrates the site’s unparalleled connectivity,” Taylor Smith, regional director of the southeast at Rubenstein, said in the announcement.

“The new name highlights our belief in the potential for this project to become a true connection point and destination within the City.”

The two 14-story office towers will come online later this year at Uptown.

Rubenstein’s redevelopment plans include an overhaul of the 35,000-square-foot office atrium to create an “open and energized gathering space” and the addition of a “diverse, globally inspired collection of restaurants and an eclectic mix of retail and artist studios.”

Construction is expected to start this year.

Rubenstein and Monarch Alternative Capital, LP acquired the property in September 2019.

Caleb J. Spivak

Caleb J. Spivak is the Founder of What Now Media Group, Inc. Check out our publications in your city: Atlanta, Austin, Chicago, Dallas, Denver, Houston, Jacksonville, Las Vegas, Los Angeles, Miami, Nashville, New York, Orlando, Orange County, Philadelphia, Phoenix, San Diego, San Francisco, Seattle and Tampa.

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19 Comments

  1. Lindbergh City Center is a perfectly fine name– it tells you it’s location right in it’s name.
    Uptown sounds very contrived.

  2. Yeah… not a fan of the new name at all.
     
    But I’m a huge fan of the new comments section! Such a pleasant surprise to come back from vacation to.

      1. Went to the beach just south of St. Augustine. It was great. I was surprised that everyone was respecting social distancing (when not in their “family units”) however I don’t think I saw a single mask the entire time. Then again, who wants a mask tan line

        1. My friends just went to Tybee and said the bars and restaurants were packed, and no social distancing or masks.
          He and his group wore their masks while picking up food etc, and everybody stared at them…

  3. They should first focus on addressing the constant stream of crime at EON, Avana, and other apartment complexes near that site. Re-branding that crime infested reputation would probably make more sense than just changing the name, but what do I know?

    1. I feel like cleaning up and making pedestrian improvements to Lindbergh and Piedmont Ave in that area would go a long way. People respond to their environments and right now neither of those streets feels like a place that people live and have pride in.

      1. That area is a mess that I avoid at all costs.
        It’s just a giant thoroughfare.
        If you have any ideas on how to make that hellhole friendly, you should submit them.

        1. All roads in the area pretty much just need the standard treatment for an urban streets. I always feel like a broken record, but they need continuous street parking and trees. It’s CRITICAL that the trees are planted outboard of the sidewalk. They need street ‘furniture’ (benches, trash cans, mailboxes. Buried utilities if possible. Remove all the slip lanes, add planted medians (or eliminate the median altogether and skinny up the road). Remove the excess roadway where Lindbergh splits and goes around the Gold Room (this makes an inacessible island much like a freeway ramp). Encourage development that properly engages the street (literally none of the existing buildings do). And for god’s sake, stop allowing development with 10′ retaining walls right on the sidewalk like the townhomes that just went in (lol why do we even f*cking have zoning here if this is allowed??).

  4. There’s already an area branded as ‘Uptown’ goddamit.
     
    Developers catch a lot of flack un-fairly for naming places (everyone hates new names for some reason even when they’re warranted), but I’ll admit this one is a little ridiculous.

      1. The Northern tip of midtown just before Peachtree crosses over 85. Dewberry’s development there has banners that say uptown and the gas station is called “uptown station.” I’m not going to argue it’s a long-standing or well-known place name or anything like that (I imagine Dewberry pushed it back when developing that area), but still very duplicative.

        1. Seems a lot more appropriate than calling Lindbergh ‘Uptown.’

          1. Except for the fact that it’s literally in Midtown. It’s confusing all around.

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