Icahn Enterprise Holdings, the firm that owns the Midtown tower that has long displayed the name of its marquee tenant AT&T, at 675 West Peachtree Street, has reached one of its most visible milestones in an ongoing overhaul to redevelop and rebrand the building as Tower Square—new signage.
With a faint outline of “AT&T” greyed out in the background, reminiscent of the recently-departed telecommunications company, now comes the Tower Square logo, predominantly displayed on what was formerly known as the AT&T Midtown Center. AT&T vacated the building at the end of its lease term and CBRE has been tasked with marketing and leasing the building with new office and retail tenants.
The nearly 2 million-square-foot Tower Square, which includes a separate, seven-story annex building, has already undergone a transformation of its lobby and plaza. Next up is to fill soon-to-be renovated retail space with new tenants across 90,000 square feet, pouring out into the street.
The annex building, which is connected to the Plaza and is a stone’s throw to the historic Fox Theatre, will house new retail tenants. Plans call for two levels of food and retail spaces facing West Peachtree with alfresco dining in the Plaza. CBRE is looking to lease to a mix of local and national “new to Atlanta” restaurants and retailers, according to a microsite for the project.
“Tower Square’s Annex is getting a refresh, with the interior mall being turned inside out to face West Peachtree and the Plaza with courtyards and outside dining,” marketing materials indicate. “Two levels of food and retail spaces will be expanded and enhanced. An upper level and additional space will create room for fitness, entertainment and co-working tenants.”
Reps for CBRE on Sunday did not immediately respond to a request for comment by What Now Atlanta.
5 Responses
That signage is looks cheap and a detracts from the project. Kinda like the Equatable sign, or the Cory Tower phenomenon. Embarrassing!!!!
Really ugly sign, but thank god they only seem to have changed it on the South/West facing side. My apartment looks south out onto the building.
Visually, that slatted seating area is disappointing.
Couldn’t they have done something a little edgier that related to the era/style of the building–
something more sculptural?
The sign is ugly and as the previous post said “Cheap”. In addition they need to pressure wash the exterior to remove the weathered shadow of the at&t letters. But really that sign….. not befitting Class A office space !!!
Good god that sign is ugly. Looks as outdated as the building itself.