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Published on June 26th, 2015 |

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Brand Properties shows rendering of Garden Hills retail/office project

Brand Properties CEO Brand Morgan Friday released to BuckheadView a rendering of the office/retail development the company plans for the former Garden Hills shopping center site, at 2815 Peachtree Road NE, which was shown June 23 to the board of the Garden Hills Civic Association.

The rendering of the Brand Properties proposed mixed-use project in the 2800 block of Peachtree Road in Garden Hills shows the two-story retail elements facing Peachtree Road with the six-story office building behind it atop six levels of podium parking deck.

The rendering of the Brand Properties proposed mixed-use project in the 2800 block of Peachtree Road in Garden Hills shows the two-story retail elements facing Peachtree Road with the six-story office building behind it atop six levels of podium parking deck.

Along with the rendering of the proposed office/retail complex, Morgan also sent BuckheadView an aerial photo graphic that shows the development in place with its surroundings, a site plan and an “outline of the programming and design intent,” which likely was discussed with the GHCA board.

The project is designed to have boutique office space—in addition to the headquarters of Brand Properties—with office tenants being primarily family offices with low employee density. It also is designed to have high-end specialty retail. Brand is pursuing a high-end restaurant and high-end bank.

The commercial element will be in two two-story building elements fronting on Peachtree Road, with the specialty retail on the right side of an entrance drive off Peachtree and the bank element encircled by the entrance and exit drive off Peachtree to the left side.

This aerial photo graphic shows the proposed Brand Properties retail/office project superimposed on the site with the surrounding developments.

This aerial photo graphic shows the proposed Brand Properties retail/office project superimposed on the site with the surrounding developments.

The planned uses and tenants for the office/retail complex “will have lower traffic impact than alternative uses,” Morgan said. Retail, restaurant and bank parking must be accessed from Peachtree. Office Tenants may enter on Peachtree, Rumson Road or Vivian Lane.

Morgan wrote to BuckheadView, “Much care has been taken to design the parking with the neighborhood in mind. No parking is visible from Peachtree Road and four of the six parking levels are underground or partially underground. The top two levels are hidden behind the retail elements.”

Morgan added, “Parking will be treated with an architectural façade and parking lighting will be shielded.”

This photo taken April 24 shows the green space that has temporarily replaced the abandoned Garden Hills Shopping Center property. Fellini's and La Fonda restaurants are at bottom left, Riumson Road at the bottom, Peachtree Road to the left, the Alhambra condominiums at top. Brand Properties plans to build a six-story office building and two story retail spaces on the site atop a parking deck.

This photo taken April 24 shows the green space that has temporarily replaced the abandoned Garden Hills Shopping Center property. Fellini’s and La Fonda restaurants are at bottom left, Riumson Road at the bottom, Peachtree Road to the left, the Alhambra condominiums at top. Brand Properties plans to build a six-story office building and two story retail spaces on the site atop a parking deck.

Morgan pointed out that the project has a low density for this section of Peachtree Road as well as a low building height. “Our project is 145 feet to the main roof and 175 feet to the top of the architectural feature.”

He pointed out that the neighboring Gallery condominium, across Rumson Road is 324 feet tall, the Phoenix condominiums, a block north on Peachtree is 274 feet tall and the 2828 condominiums building across Peachtree Road is 384 feet tall.

Told that the design of the building seemed to pick up some of the architectural characteristics of the Cathedral of St. Philip, as well as the Gallery and maybe some of the Atlanta St. Regis Buckhead Hotel & Residences mixed in, Morgan responded, he appreciated that. “We will be proud to call it our home.

This is a site plan for the proposed Brand Properties retail/office development on Peachtree Road in Garden Hills.

This is a site plan for the proposed Brand Properties retail/office development on Peachtree Road in Garden Hills.

In addition to meeting with the Garden Hills Civic Association board June 23, BuckheadView has learned that Morgan also met for breakfast with the president and secretary of the Buckhead Condo Association to discuss the plans. The BCA president lives in the Alhambra condos immediately north of the Brand project and the BCA secretary lives in Gallery.

It is not clear if Morgan has met with the condo association boards of the other surrounding properties, such as 2828 or Phoenix. However, BuckheadView did determine no one from Brand Properties has discussed the project with the Gallery HOA board.

Morgan also confirmed to BuckheadView Friday that he is scheduled to meet with the Zoning Committee of Neighborhood Planning Unit-B on the evening of July 28. That meeting is open to the public and is held across Peachtree from the Brand property at the Cathedral of St. Philip, starting at 7 p.m.

POSTSCRIPT: For those wondering what happened to the parking meters that were previously located in front of the Garden Hills shopping center and Felini’s and La Fonda restaurants, they were removed at the request of Brand Properties’ CEO. It seems there were located within the property owned by Brand Properties and now within the city’s right-of-way.

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    25 Responses to Brand Properties shows rendering of Garden Hills retail/office project

    1. Jess says:

      Definitely not looking forward to this. Looks more like something that belongs further north on Peachtree. Not in garden hills.

      • John Schaffner says:

        First of all, Jess, you need to remember that Garden Hills stretches all the way north to Pharr Road, so development like this–and even more dense–already exists on the borders of Garden Hills. Second, I would suggest you get used to more of this type of development–and even a lot taller and more dense–creeping down Peachtree Road to the mid- to south-Garden Hills perimeter, and probably in the not too distant future.

        • James says:

          From first glance I would think you do spokesperson for Brand. But if I understand correctly you live across the street in the gallery. Interesting to see a neighbor who is supportive which I guess is promising. Would be curious to hear if other neighbors have similar views of the project. Maybe it will be as well received as the other new condo development down the road.

    2. Jess says:

      Also it appears higher than the six floors mentioned before. It appears to have 6 floors on top of the two retail resulting in something 8 stories or eve higher.

      • John Schaffner says:

        Which is exactly what BuckheadVierw previously reported on May 28 in the original story about the proposed development. That has not changed.

    3. haywood jawalk says:

      the only rendering is the peachtree road money shot? that’s not very helpful. was that intentional?

      how about providing the backside shots? that would be much more helpful in assessing the impact to the garden hills neighbors.

      how does the developer expect to warrant the “low employee density” claim for the long term. a good step toward insuring ” low employee density” uses would be to limit the number of parking spaces available to the office area.

      • John Schaffner says:

        BuckheadView has now printed everything that has been available in terms of renderings and site plans.

    4. Peaches30305 says:

      Great looking building. Excited to see them break ground.

    5. Oliver says:

      Kudos Brand! And appreciate the efforts taken in transition.

    6. nate says:

      reminds me of that nasty Regions bank building in Midtown that tried to mirror the old IBM building… dated design, but density is justified along Ptree

    7. J says:

      Gross. Looks like the building where Capital Grille is in just down the road.

    8. Louis Franzoni says:

      The 58 minimum spaces required for bank & retail are to be accessed from P’tree, but the 299 required for the high rise office can be accessed from Rumson??? Bad idea. This is too big of an impact for a neighborhood street with kids walking to their schools and neighborhood pool. Rumson Rd is already feeling the impact from renegade restaurant parkers no longer able to sneak their cars after-hours into the Brand lot which is no longer there. This is a nice piece of commercial property, surely someone will buy it as-is without the need for re-zoning, which once done opens the property as pre-approved for everything from car washes to auto repair shops.

    9. Krista says:

      I’d like this to be office buildings/ retail/ restaurants so it adds value to the established neighborhood. Please no more condos! Buckhead traffic is bad enough.

      • James says:

        What you are wishing for doesn’t necessarily mean less traffic. Actually it’s likely the opposite. I don’t want to see a condo high rise but the number of parking spaces for retail and commercial is usually higher for square foot than residential

    10. Marty Wallace says:

      Any development on the Brand property is going to change the complexion of the neighborhood but if the rendering and stated plans hold true – it seems to be much less invasive and a whole lot less objectionable than some development might have been! I’m just glad it’s not another high rise condo that would really impact parking and traffic on Rumson. The little charming strip center that was there “forever” is a fond memory of the past…

    11. Rumson Rd Neighbor says:

      easy tweak of site plan can take some traffic pressure off the neighborhood by allowing for ingress and egress using Peachtree northbound (right turn only on and off Peachtree)

      if Rumson is to be the entrance for southbound traffic from Peachtree, a turn lane & arrow light from Peachtree AND longer green light times out of Rumson will be needed to prevent traffic backup into the new parking decks.

      The tenets will be subjected to several cycles of red lights before they could get out if Rumson is to be the primary access.

      the medians on Rumson will prevent even traffic flow into the parking deck and would need to be reconfigured or removed – perhaps for a dedicated turn lane to southbound Peachtree? Once the office building is done, the cars using the exit from the Gallery condo would probably only be able to do a right turn only and not be able to exit with the redlight due to the new traffic from the development.

      the addition of the Vivian exit won’t be much help unless cars can cut down Rumson to Bolling and West Wesley. It appears this will be the truck access for deliveries so that little road will be much busier.

      without a few tweaks to this site plan, this will create a new daily traffic snarl.

    12. Michelle says:

      Access via Vivian Lane, huh? This little dead end is barely wide enough to deal with the extra parkers right now (even though signs say “no parking”). Cars come into our apartments just to turn around! And now Brand wants to make it the back door for his colossus?? I agree with the previous commenter–you seem to be a spokesperson for Brand Properties! Looking down on the mess from the Gallery is a lot different than looking right at it all from the back side, ground level. I sure hope it all gets turned down. I don’t care what your prognostications are–it doesn’t belong in the Garden Hills neighborhood! He/she is right–it belongs farther up the road (why can’t Brand just keep their offices where they are now???).

    13. Zach says:

      What a monstrosity, in any neighborhood. Morticia and Gomez meet a suburban mall. Yikes.

    14. JeffreyK says:

      Can someone point out the similarities noted in the article to these other buildings?

      “Told that the design of the building seemed to pick up some of the architectural characteristics of the Cathedral of St. Philip, as well as the Gallery and maybe some of the Atlanta St. Regis Buckhead Hotel & Residences..”

      This thing is just ugly. The frontage on Peachtree really needs to be softened, the mansard roof ditched, and perhaps something novel, along the lines of the proposed 2520 building, be built instead. This belongs way out in the burbs somewhere.

    15. wmf says:

      GROSS… & ugly! This whole thing should belong to suburb. Either leave the place as is now with such the small park; or develop just one layer (street level) of small boutiques and a couple of restaurants or something similar to a café like we see in the streets of Paris with chairs and tables outside and inside. A small parking area in the rear –street level- would not hurt of approved by neighborhood. No office space, no parking garage, and no layers of ugly buildings please! We love to walk in Garden Hills to those small shops and restaurants! And the view of openness is worth saving. I hope beauty would prevail! My wife & I agree with all those who commented abjecting this development, we hope many others are in the same side with us.

    16. mm says:

      Instead of stories on all the development (and one on NPU-B “routinely” approving another development with no community members at the meeting), hope you will publish a story on the UPCOMING NPU-B meeting (July 28th) to deal with Brand Properties’ mess. Just a reminder for Garden Hills residents (or to let them know, if they don’t already). Better safe than sorry….

    17. Jonathan Carbonaro says:

      According to NPU-B, they will meet on this application for re-zoning permit This coming Tuesday! July 28, 2015 at 7:00PM at the Cathedrial of St. Phillips in buckhead.
      The public is welcome to come and have a voice.

      I too think this is very ugly and only hurts the garden hills community. Would much rather see a nice smaller development of shops/restaraunts. But at the least, actually design something that Does match the surrounding developments.
      This design is already antiquated.

      • John Schaffner says:

        BuckheadView did mention all the details of the July 28 meeting of the NPU-B Zoning Committee in the final paragraph of the June 26 story you are commenting on and again mentioned the meeting in another new development story on July 17 that talked about another property that has been owned by Brand Properties–the property that includes Grand China restaurant and the Exxon service station. BuckheadView does plan to also post a story today, Monday, July 27, to remind people of the Tuesday night meeting at 7 p.m. at the Cathedral of St. Philip. We can only put the information out there for people to learn about these meetings and about the details of projects being discussed, we cannot force them to become informed.

        • Jonathan Carbonaro says:

          Completely understand. I must have missed the text that mentioned the meetings.
          Thank you for keeping us informed on the news in the neighborhood. It is most helpful!!

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