An Atlanta retail property transformation
How JLL’s team is rebranding and repositioning a Central Perimeter retail center
Central Perimeter, Atlanta, GA
269,000 square feet
Retail brokerage, PDS
A massive, mixed-use transformation is underway in Atlanta’s Central Perimeter, where JLL’s retail team is in the process of repositioning Ashford Lane, an approximately 269,000-square-foot property formerly known as Perimeter Place.
In 2020, JLL was engaged by the owner, CTO Realty Growth, Inc., to transform the property into a walkable, mixed-use center featuring an incredible mix of restaurants and retail, offices and residences. As part of the repositioning, JLL renamed the property Ashford Lane and launched a comprehensive branding strategy that included a new logo, website, video, social media channels (@AshfordLn) and more.
Phase one of the project is currently underway and includes re-tenanting the retail mix and transforming the property’s big-box anchors into creative office space. JLL will also introduce a central greenspace, dubbed The Lawn, which will open Spring 2022 and serve as the hub of the property, playing host to year-round activations and events. The Lawn will be surrounded by chef-driven restaurants with large patios, creating a vibrant, street-level experience for the community.
In late 2020, JLL secured the first new tenant for the project. The owners behind The Hall on Franklin, a specialty food hall in Tampa, FL, will transform a 17,000-square-foot vacant retail space into a full-service food hall equipped with the latest technology. The Hall’s dynamic culinary experience will allow guests to take advantage of full-menu table service, casual bar seating and grab-and-go counter service. Designed to be an incubator for chef-driven talent, The Hall gives local entrepreneurs the opportunity to test new concepts and gauge market feedback. Set to open in summer 2021, JLL’s Project and Development Services team is representing The Hall on the buildout of the space.
JLL’s Retail team has extensive experience reimagining traditional shopping centers into vibrant destinations with energized green spaces and modern amenities, including Summerhill, South Dwntwn, and Buckhead Village District. As COVID-19 continues to reshape the way people interact with retail and office space, revamped, open-air developments like Ashford Lane create the premier retail experience the community craves.
Despite its proximity to Fortune 500 companies, access to public transit and increasing walkability, Central Perimeter has always lacked an activated, retail-heavy, mixed-use community and central gathering place. When complete, Ashford Lane will fill that void, further distinguishing Central Perimeter as a top destination for employers, residents and visitors of metro Atlanta.