There is a restoration of sorts about to take place at 3030 Peachtree Road in Buckhead and it is in the form of Restoration Hardware demolishing the former ESPN Zone entertainment facility and replacing it with a brand new upscale retail store and experience.
|The present vacant ESPN Zone building at 3030 Peachtree
Road in Buckhead could look similar to the Restoration
Hardware store design shown below if plans go forward.
BuckheadView announced on May 12 of last year that Restoration Hardware was in negotiations to lease the former ESPN Zone building. But we didn’t know half the story.
Wednesday of this week we heard and saw the company’s plans for tearing down and replacing that building with a six-story, open-atrium design store that will be the first of its kind for the company’s new concept in the Southeast.
|This photo is of the front of the new store in Scottsdale.
While the Scottsdale store is a 3-story building and the one
in Buckhead will be six stories, the architectural character
will be similar. Go here to see that Scottsdale design.
An entourage of almost a dozen representatives of Restoration Hardware, its architectural firm, attorneys and others attended the SPI-9 (Special Public Interest district) Development Review Committee’s January meeting to get some preliminary input into the company’s plans for the Peachtree Road site across the street from the Buckhead Atlanta development.
They wanted a reading from the committee on the design of the proposed building and whether they would meet opposition to a few perceived zoning variances they might need due to the new strict requirements of SPI-9. They received a fairly favorable reception from the committee.
Steve Sebastian, who heads up store development for Restoration Hardware and was the obvious leader of the team at the meeting, told the group “We have re-invented ourselves and it has been very successful,” as introduction to the design for this Buckhead store.
|Steve Sebastion, who heads store development for Restoration Hardware,
explains the company’s new concept to members of the SPI-9 Development
Review Committee at its meeting Wednesday, Jan. 9.
“We are re-inventing the brand and our stores to a gallery design approach,” he explained. Buckhead, he said, affords the opportunity to build a larger store than Restoration Hardware has built to date, and this would be the first of that multi-story store.
He indicated each of the stories would have a distinct gallery of product offerings and would work in a circular pattern around an open atrium from the ground floor to the ceiling. “Our catalog is now up to 680 pages,” he said.
For instance, the company has added what Sebastian called a “big-style/small-space” line of furnishings designed for condos and apartments. It also has added a baby and child line. Each of those might have a separate gallery floor in the new store.
|Architect Jim Gillam, right, explains the design of the store.
Proposed main store would be six stories with an atrium design and main entry off of Peachtree Road, explained Jim Gillam, principal with the Bracken Gillam Kroeger California architectural firm that is working with Restoration Hardware on it new store designs. He said the exterior would be a high-scale Venetian-style plaster.
(To view three 360-degree video character sketches of the proposed Buckhead Restoration Hardware site, go here and click on each video at the left.)
The plan for the main store includes retail courtyards on either side of the atrium ground floor and also landscaped display areas for the line of outdoor furniture just inside the entry off of Peachtree. The atrium includes a grand stairway at the back of the building and elevators that are transparent, according to Gillam.
While the store is listed as six stories, by design it actually is three stories plus two stories with a basement for storage.
|The design for the property shows the main store, at right,
facing Peachtree Road, with a secondary entrance off of
a two-lane drive, off of the side street, that allows for a
drop-off valet parking area and continues to the parking
deck, at left. In between is an area for a future low-rise
retail market, which might be a surface parking area.
The site plan includes a secondary entrance at the back of the main building off of a two-lane drive that enters off of the side street and separates the main store from a proposed future one- or two-story retail market area. Gillam said the design develops two entrances to the building and tries not to differentiate between inside and outside space.
The two-lane drive, which provides for a drop-off valet parking area would then continue on to the parking deck at the back of the property. The existing parking deck, which includes 134 spaces, is the only existing structure on the property that Restoration Hardware intends to retain in the new site plan.
In the near-term, it was suggested by DRC members that the low-rise retail market area might be used as a park-style landscaped surface parking area for a small number of cars. Sebastian said the retail market area might in the future house an artist market to feature one of the company’s new lines and possibly even a café.
|Atlanta attorney Jessica Hill, who represents Restoration Hardware, tells
the SPI-9 Development Review Committee about the variations the
company may need from the SP-9 regulations as the company’s
architect Jim Gillam listens to her explanations.
Atlanta attorney Jessica Hill, who is working with the Restoration Hardware development team, sought some initial opinions as to whether the company might need variances for parking, loading dock space, uplighting of the front of the building and a nine-foot wall that is part of the design for the front of the building on Peachtree. The committee suggested most of those would likely not require variances.
The main point of contention during the meeting was the nine-foot wall along the Peachtree Road frontage, since SPI-9 was designed to encourage building street fronts to open up to pedestrian traffic and become inviting to passers-by.
DRC member Sally Silver suggested the architects consider duplicating the window treatment on the front of the building across the nine-foot wall in front of the building to create a window of interest to pedestrians on the sidewalk. It also was suggested that the use of decorative grillwork on such a treatment might be seen by the committee as a public art application.
Silver also suggested the company use the wall as the front of the structure and that by creating those open spaces in the wall they could obtain the 65 percent open space required and the 18-foot height requirement for the street-front façade.
In the end, the members of the SPI-9 committee expressed excitement for the overall design and at having a company like Restoration Hardware locating at that site.