Report: New Midtown hotel to ‘improve quality of architecture and urbanism’

The new facade for the Marriott-branded hotel at the corner of Peachtree and Ponce. (Courtesy Noble Investment Group)

Plans for a bland, boring hotel at the historic corner of Peachtree Street and Ponce de Leon Avenue have received a serious upgrade.

The Department of City Planning in collaboration with the Midtown Alliance and Noble Investment Group released a rendering of the hotel, which will share the intersection with landmarks The Fox Theatre, Georgian Terrace Hotel and Ponce Condos.

In March, the city began working with Noble Investment Group to bring the Marriott-branded property to the site of an existing surface parking lot. The proposal addressed design recommendations presented by the Midtown Development Review Committee, and in two months the collaboration resulted in a new façade design.

The original facade for the hotel.

“It is critically important that Atlanta expect more from its designers and more of its buildings,” said Commissioner Tim Keane, Department of City Planning. “City Planning is focused on design at every scale, so we can make a more vibrant public realm in Atlanta. Buildings are essential to this.”

“We wanted a building that represented the fabric of Midtown, and one that our community would be proud of,” said Ben Brunt, Principal and Executive VP of Noble Investment Group. “This collaborative approach benefited all of us. We are thrilled with the result.”

Ginny Kennedy, Director of Urban Design for Midtown Alliance, also took note of the success of this partnership.

“Recently we made important improvements to our zoning to reflect our community’s priorities, yet regulations are only a starting point,” said Ginny Kennedy. “We like to work with developers early in the process and strive to raise the bar to achieve buildings that stand the test of time. The hotel project proposed on this prominent site was a perfect chance to work together with City Planning and the developer to design a building that people will admire today, tomorrow and 100 years from now.”

Atlanta’s Department of City Planning is confident that the success of this project can serve as a model for future projects. “Zoning can only take you so far,” said Commissioner Tim Keane. “Regulations don’t make great buildings, only design can do that. We intend to work in a productive way with developers like we did with Noble to improve the architecture in all of Atlanta.”

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