What to expect at new Atlanta cultural hub debuting for FIFA World Cup
The Atlanta Mayor’s Office of Cultural Affairs formally announced the ATL Culture House, a multidisciplinary cultural hub launching during FIFA Word Cup this summer. Plans for the new space were revealed during a press conference Wednesday afternoon.
The roughly 23,000-square-foot space will be located inside The Center, the former CNN Center. Coinciding with the eight World Cup matches to be held in Atlanta, the ATL Culture House will have eight activations on the following days: June 14, 17, 20, 23, 26, 30 and July 6 and 14.
ATL Culture House, bolstered by a $500,000 investment from the city, will feature live performances, artist workshops, film screenings, community conversations and youth events across the eight activations.
Adriane Jefferson, director of the Mayor’s Office of Cultural Affairs, described the space as a “defining moment” for Atlanta. ATL Culture House is the first original initiative spearheaded by Jefferson, who began her role last year.
“Atlanta isn’t just a city that participates in culture. We are a city that creates culture, and everybody else follows us,” Jefferson said during Wednesday’s press conference at The Center. “Everybody else emulates us. And so we really set the trend.”
Here’s what to expect from the forthcoming ATL Culture House.
Significant community involvement
Programming at the ATL Culture House will be partially curated by community partners, Jefferson noted during Wednesday’s press conference. Other events will be commissioned by her office. Two weeks ago, the Office of Cultural Affairs launched an open call that yielded nearly 400 applications.
The application period closed Wednesday. Jefferson’s office is reviewing proposals, and those selected will be notified by April 29. A programming schedule will be announced May 7.
“We are intentionally looking at people who can understand the depth of Atlanta’s history and culture. We also want interdisciplinary arts,” Jefferson said when asked by The Atlanta Journal-Constitution about selection criteria. “We want everything from music to fashion to even innovation and creative entrepreneurship.”
At Wednesday’s press conference, Jefferson was joined by Mayor Andre Dickens, who said the project embraces the city’s mission of forming infrastructure for creatives.
“I was a student at Georgia Tech in 1996 when the Olympics were here. … I remember that the highways were empty, and people said, I’m leaving the town … because it’s gonna be all these folks from around the world. I don’t want y’all to do that. I want you to enjoy Atlanta while others enjoy Atlanta.”
NBA star Jaylen Brown will be involved
Some programming components for the ATL Culture House are already finalized:
- A fashion installation by 741, a footwear and apparel brand from Boston Celtics star and Marietta native Jaylen Brown
- A cultural archive presentation by Atlanta rap historian and influencer Nuface
- Participation from the Atlanta Opera and the Atlanta Symphony Orchestra
Other features include an immersive art experience, a music lounge and a performance stage sponsored by Amazon.
Jefferson said her team is working with international partners from Haiti, Spain, South Africa and Mexico for different art exhibits and additional programming, but she didn’t specify who those partners were.
Free admission
Admission is free to the ATL Culture House, which will operate from noon-8 p.m. and holds 2,000 people. However, an RSVP will be required for safety reasons. Jefferson said the space will have its own security, along with partnering with the Atlanta Police Department.
More information how guests can RSVP for the ATL Culture House will be provided next month.
“We want everybody to be a part of the Atlanta Culture House. … This is for Atlanta,” Jefferson noted. “Yes, we are welcoming in the world. This is for the world, too. But we really want Atlanta to be proud of this project.”
About the Author
DeAsia is a music and culture reporter for The Atlanta Journal-Constitution. She focuses on the intersection of arts, culture and diverse communities, as well as how emerging social trends are being expressed through the lens of the Atlanta aesthetic. DeAsia's work can be seen in Pitchfork, Essence, Teen Vogue, Elle and more.
