Phipps Plaza is getting hundreds of apartments and hundreds of hotel rooms, but not in the locations previously announced.
Indianapolis, Indiana-based Simon Property Group plans to partner with Atlanta-based Noble Investment Group and build a 164 room AC by Marriott hotel near the corner of Peachtree and Wieuca Roads. Simon also intends to partner with Columbus Realty Partners Ltd. to build a 319-unit apartment complex towards the back of Phipps Plaza, near Phipps Boulevard and close to the fire station.
Indianapolis, Indiana-based Simon Property Group plans to partner with Atlanta-based Noble Investment Group and build a 164 room AC by Marriott hotel near the corner of Peachtree and Wieuca Roads. Simon also intends to partner with Columbus Realty Partners Ltd. to build a 319-unit apartment complex towards the back of Phipps Plaza, near Phipps Boulevard and close to the fire station.
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| Incorrectly attributed previously as Peachtree and Wieuca Roads, this sketch is actually of Phipps Boulevard at Wieuca Road |
Additionally, a sketch of Phipps Plaza I obtained seems to show a dramatic remodel and enhancement to the Peachtree Road facing side of the mall. Reminiscent of the colorful signage at The Shops At Crystals at Aria Las Vegas, the rendering of Phipps Plaza shows branding for existing retailers Jeffrey and Valentino but also for YSL (Yves Saint Laurent.) Some could say this suggests that a YSL store is coming to Phipps Plaza, but as any fashionista would know, the "YSL" branding has been phased out in boutiques and for the brand's ready-to-wear lines. (This controversial move was made in 2012 by then newly-hired creative director Hedi Slimane.)
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| Rendering of enhanced Phipps Plaza looking south on Peachtree Road |
As shown in the rendering, it would seem as though the mall entrance between Yebo and Twist will be become the mall's "grand" entrance. The rendering also seems to reflect increased mall branding and area landscaping.
Interior renovations and enhancements such as lounge areas are underway while other changes such as stairway repainting and increased lighting have already taken place.
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| Rendering on interior "lounge area" and lighting enhancements |
Real estate sources indicate that Yebo signed a short term deal when it opened in the mall in the summer of 2012. Chicago-based Prasino is one restaurant that has reportedly expressed interest in opening at the mall, possibly in place of Yebo (likely requiring additional space, perhaps from Elie Tahari.) I have never had the pleasure of dining at Prasino, although I did get to experience their short-lived fast casual Mediterranean eatery Covo Gyro Market. I gather that Prasino is a Mediterranean influenced and slightly more upscale version of True Food Kitchen.
Another seemingly standalone and unnamed restaurant is shown on the map as being located adjacent to the AC hotel, basically on top of the Nordstrom parking deck.
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| Click the photo to view the locations of proposed additions to Phipps Plaza |
A single "luxury storefront" is also reportedly part of the project.
Simon Property Group making use of what is sees as underutilized space is nothing new.
In 2010, the 20-story Phipps Tower office building was built on Simon property adjacent to Davio's Northern Italian Steakhouse, close to Lenox Road. Before Phipps Tower, the space was greenspace and parking.
While renovations are nearly complete at Lenox Square, some 440 apartments are still in the works for the small parcel of land behind Bloomingdales overlooking GA 400. Lenox Square is also getting a Diane von Fürstenberg (DVF) boutique, over 15,000 square foot, two-level Topshop store, Bantam & Biddy restaurant, wokdragon eatery, Tesla showroom and more to be announced.
One of the oldest malls in Atlanta, Lenox Square opened in 1959. Phipps Plaza opened ten years later in 1969. Updates and enhancements are surely needed to keep the malls fresh and popular but the amount of congestion and traffic these "enhancements" are likely to add is worrisome.
The congestion is my biggest concern and it seems many readers of this blog agree. The area around Lenox Square and Phipps Plaza is already a nightmare at rush hour and with the holiday season fast approaching, things will only get worse. To build so much, so densely, could be a good idea, IF conceived in conjunction with alternative transit options. This doesn't seem to be the case around Lenox and Phipps.
As I detailed last week, Buckhead Atlanta will reportedly see the opening of about a dozen restaurants and retailers next month. After reading that update, several readers re-ignited the debate of Atlanta versus other cities, as did Phipps Plaza and its offerings and traffic.
What are your thoughts on the plans for Lenox & Phipps as opposed to the upcoming offerings at Buckhead Atlanta? Does the idea of no "pedestrian only" streets at Buckhead Atlanta make sense? What transit or pedestrian friendly enhancements would you like to see at either project?
Please share your thoughts below.