Peachtree Center Rebrands As The Hub in Downtown Atlanta

ATLANTA, GA -- Peachtree Center, downtown Atlanta’s landmark retail and business district, has began an ambitious redevelopment project that will transform the site, Banyan Street Capital announced Monday.

The revamped space will be called The Hub, a nod to Peachtree Center’s position as the epicenter of downtown’s bustling activity. (SIGN UP: Get Patch's Daily Newsletter and Real Time News Alerts. Or, if you have an iPhone, download the free Patch app.)

The project will capitalize on the original work done by architect John Portman Jr. in the 1960s.

“John Portman Jr.’s original vision for Peachtree Center was revolutionary at the time – a central hub with a mix of uses for office workers, out-of-town visitors and Atlanta locals to experience the heartbeat of the city,” said Rudy Prio Touzet, CEO of Banyan Street Capital.

“We’re excited to honor his pioneering vision with this new renovation and bring Peachtree Center into the 21st century, in step with the renaissance of Downtown Atlanta as a whole," Touzet. "By opening up The Hub to foot traffic on Peachtree Street and ushering in a new era of dining, shopping, entertainment and events, Peachtree Center will truly serve as a connected, fully modern workplace and urban destination.”

For all its glamor, Peachtree Center's design, which brings customers into a mall and adjoining retail, including a hotel, is considered outdated by today's standards, which steer people back toward store fronts and street-facing facades.

The Beck Group will team with Banyan Street Capital to "integrate Peachtree Center’s iconic mid-century modern architecture into the fabric of a next-generation, urban hub," a news release says.

Construction on The Hub is slated to be completed by spring 2019.

Image via Banyan Street Capital