Atlantic Station Unveils New Branding
New Image Reflects Evolving Identity, Experience and Atmosphere
ATLANTA, October 28, 2013 - /GLOBE NEWSWIRE/ - On the heels of its incredibly
successful turnaround, Atlantic Station today is unveiling new branding that
reflects the property's walkable Midtown location, welcoming atmosphere and
creative-class vibe.
The overall look -- a sharp design with red and charcoal palette -- will show up in a new logo, photography and signage.
"We wanted a new look to mark the successes we have enjoyed in the past two and a half years and to reflect the Midtown community that has helped us achieve so much," said Mark Toro, managing partner at North American Properties (NAP). "Atlantic Station was struggling in 2010 when we took over, and now it is a vibrant place where people shop, dine, work, live and enjoy spending time."
In 2010, CBRE Global Investors and NAP took over an ailing Atlantic Station and implemented an aggressive strategy to turn around the property. NAP began engaging the community through neighborhood meetings and an industry-leading social media program. A $2.5 million investment was made to improve parking and security. More than 200 events now are held annually to attract guests and potential retailers.
Those events include the BB&T Atlanta Open and, most recently, Containment, Atlanta's largest haunted attraction.
An aggressive re-tenanting strategy has led to more than 30 new retail leases including chef-driven restaurants, locally owned boutiques and first-to-market retailers. The cumulative effect of the turnaround strategy has been a more-than-15 percent increase in sales property-wide. CBRE also has signed more than 20 new leases securing some of Atlanta's most innovative office tenants, including Square, Pandora, Ogilvy & Mather and TapJoy.
Ogilvy & Mather, an internationally recognized advertising and marketing agency, created the new brand and tagline Forward Living. Ogilvy & Mather relocated to Atlantic Station because of its great Midtown location and top-of-the-line amenities. Ogilvy & Mather realized the tremendous progress Atlantic Station has made and wanted to partner with them to tell the story.
The concept of Forward Living is a nod to the innovative and progressive nature of the new class consumer -- someone who appreciates an environment that fosters new ideas and embraces cultural experiences, technology, community, walkability and convenience.
Atlantic Station, often called a "city within a city," is attractive to the new class consumer because one can live, work, grocery shop, attend events, go to the movies, visit the doctor, attend church, shop or dine without leaving the property.
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