[Photos] Atlantic Station Turns 15, Completes Multimillion-Dollar Transformation

'Property modernization' will conclude Oct. 19 with the unveiling of a new brand for the 15-year-old mixed-use center.
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As it approaches its 15th-anniversary on October 21, 2020, Atlantic Station, a mixed-use neighborhood encompassing 138-acres with retail, dining, entertainment, office, and residential offerings, has announced the completion of a multi-year, multimillion-dollar “property modernization” under Hines, the developer that acquired Atlantic Station from North American Properties.

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Situated on the site of the former Atlantic Steel Mill, Atlantic Station was the first of its kind and noted as the nation’s largest urban brownfield redevelopment. In 2015, Hines took over as asset and property manager of Atlantic Station and embarked on a major property and tenant transformation — the largest revitalization since its inception in 2005.

Focused on the modernization of its main spaces, the Hines-led transformation brought first-to-market retailers and restaurants, expanded its park, and delivered two Class-A office towers. Since the launch of the transformation, the Hines team has announced the following:

As part of the transformation, a new brand identity for Atlantic Station launches on October 19. Hines will unveil “The Heart of Atlanta” brand assets, including a new interactive website, onsite signage, and digital ads, highlighting the properties stance as the heart of the city.

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Caleb J. Spivak

Caleb J. Spivak (CJS) is the Founder of What Now Media Group, Inc., the publisher of What Now Atlanta and What Now Los Angeles.
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dead_lancelot
21 days ago

It really was a novel idea back in the day, wasn’t it? But otherwise it’s not an exciting place/destination. Except perhaps IKEA, which get flooded by suburbanites every weekend.

I.P.30307since1987!
21 days ago
Reply to  dead_lancelot

Agree.
That “The Heart of Atlanta” slogan was good for a laugh though.

eRosewater
20 days ago

My opinion: nothing outside of Downtown can reasonably claim to be the heart of Atlanta. Although, this is hardly the most egregious mis-use. I’ve seen places that aren’t even in the city limits claim to be a ‘stone’s throw’ from the ‘heart of Atlanta.’

I.P.30307since1987!
20 days ago
Reply to  eRosewater

I’m not sure Downtown Atlanta is the heart of Atlanta– quite yet.
I think Midtown and/or Buckhead could be seen as the heart…
But they’re certainly not the soul of Atlanta.

dead_lancelot
20 days ago

Well, that’s Atlanta. In a traditional city, like San Francisco where Union Square is both the center and the so-called heart, Fairlie-Poplar would be the heart here. There’s a reason the city revived the streetcar right around those parts.

eRosewater
20 days ago

I still question almost everything about this project. The previous space was nice. The new design is disjointed and trendy (at risk of becoming dated). There are some key misses (why is there no alignment to the movie theater??). And I have the same criticisms of AS that I’ve always had including the piped in music, low quality of design, and poor connections to surrounding neighborhoods. That said. This is a nice, quasi-public outdoor space. It’s always lively and active with weekend markets, shoppers, diners, etc. Atlanta doesn’t have nearly enough of these type of spaces. It’s clear that most… Read more »

citizenseven
20 days ago
Reply to  eRosewater

Agreed. I rarely have a reason to visit AS but the few times I’ve been there it seems lively in a good way, so people are obviously enjoying and utilizing it. It’s a shame they can’t have real connectivity to Marta rail, but whatareyagonnado?

I.P.30307since1987!
20 days ago
Reply to  eRosewater

You’re right, I NEVER go there.
Glad to know that other people like that kinda thing though.

I.P.30307since1987!
20 days ago

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