The happenings at Colony Square are a sign of the times. Experiential retail is hot and something big is going down ( or up) in Midtown.
The new sign telling you exactly where you are is just the start.
This weekend, Colony Square unveiled its MIDTOWN installment at the corner of Peachtree and 15th Streets.
The 8-feet tall letters, a collaboration between North American Properties (NAP), Midtown Alliance and Rick Sheppard of MacroTek , are designed to establish a sense of place and build awareness of the Midtown brand as the cultural core of the city.
Read More about the new Colony Square:
While Midtown has flourished in the past decades, according to Mark Toro, managing partner of NAP, Colony Square has lagged behind.
NAP purchased the towers in December for more than $160 million. In July 2018, Colony Square will re-open as a pedestrian friendly, mixed-use space with upgraded retail and restaurants. There will also be events such as outdoor movie screenings and art exhibitions.
Colony Square, a development of two office towers, retail space and residential condos was ahead of its time when it was built in the 1960s. It was the first mixed-use development in the Southeast.
Atlantans are invited to take ownership of the new space by posting pictures of themselves interacting with the giant letters to hashtag #Iammidtown and offering ideas for Colony Square with hashtag #ReimagineCS.
Here is a look at how some locals are enjoying the fun: