ATL’s Peach Is In For A Makeover

With a host of new developments cropping up in Midtown, you can actually play, work, and sleep
in the same zip code.

By Aisha Iman Jefferson

You can’t drive through Midtown Atlanta without noticing that the area is changing dramatically. Sure, plenty of people already call the neighborhood home, and retail giants such as Home Depot and Borders have staked their claim. However, several new buildings are scheduled to open by 2010, at which point the area is projected to boast some 35,000 residents.Together, these residential and commercial projects will be an essential part of the “Midtown Mile,” a 14-block stretch along Peachtree Street that developers hope to transform into a thriving hub à la Chicago’s Magnificent Mile.

At the heart of the district is 12th & Midtown, a massive four-block master-planned project on Peachtree Street between 11th and 13th street that includes a 35-story glass condominium tower. The high-rise, 1010 Midtown, opened in the fall, as a joint venture between Daniel Corp., Selig Enterprises Inc., and Earvin “Magic” Johnson’s real estate investment firm, Canyon-Johnson Urban Fund. (The companies last partnered together several years ago to develop the Plaza Midtown.) With 50,000 square feet of retail and dining space, and 443 residences, 1010 Midtown has been generating buzz for more than a year. The good news? While about a quarter of the residential units have been sold, according to Jason Winburn, a Daniel Corp. spokesman, there’s still room for Atlantans to get in on the deal.

THE WORLD AT YOUR FINGERTIPS
1010 Midtown offers one-to-three-bedroom condos that span from 840 square feet to 3,293 square feet; prices range from $200,000 to more than $1 million. The building’s layout was designed to mimic the natural curvature of Peachtree Street, so residents have spectacular views of the city. Features include 24-hour concierge service, stainless steel appliances, 10-foot- high ceilings, hardwood floors, and resort-inspired amenities, such as a state-of-the-art fitness center, swimming pool, and private deck-top plaza with panoramic views of the downtown skyline.

Developers of 1010 are banking on the convenience factor to reel in buyers. “You cannot beat the location,” says Steve Baile, a vice president of Atlanta operations at Daniel Corp. who is considered the mastermind behind 12th & Midtown. Surrounded by office towers and the Federal Reserve Bank, residents are within walking distance of entertainment venues such as the High Museum of Art and the Atlanta Symphony Orchestra. They’re a block away from MARTA, and a Bank of America branch will open in the northeast corner of the building. Four restaurants within the development are set to debut in early 2009: Ri Ra Irish Pub, with its contemporary twist on Irish fare and classic American cuisine; RA Sushi Bar Restaurant, which is pulling to be the hip, neighborhood sushi joint; Piola, an Italian pizzeria known for hosting film premieres, readings, art exhibits, and other social activities; and Noon|Midtown, a sandwich and salad shop that offers locally grown produce and sustainably raised meats.

ON THE HORIZON
While construction on 1010 Midtown is almost complete, across the street, crews are busy working on the second phase of 12th & Midtown. The development will include condos, retail space, a Loews Hotel, an office tower, and a conference center. The start date of the project’s third phase, 110,000 square feet of retail space and a 50-story building, has yet to be determined; the fourth phase is still in the planning stages. Moreover, four other condo projects are currently under construction in Midtown and scheduled to be completed by 2010: The Atlantic, Luxe, Park & 12th, and Ivy Hall, for a total of 1,172 new residential units.

For more information about 12th & Midtown, visit 12thandmidtown.com.