Press Releases

Trademark Reveals Redevelopment Plan for North Point

The plan radically reimagines the regional mall into a dense mixed-use community

March 2, 2022

ALPHARETTA, GA (March 2, 2022) – Trademark Property Company announces today its plans for the redevelopment of North Point Mall, now branded as “North Point.” The once-dominant super-regional mall is poised to become a thriving mixed-use community and reinvigorate Alpharetta’s North Point corridor.

The driving strategy of the redevelopment is to introduce a walkable street network with ample greenspace and new mixed-use buildings that bring energy to the property from morning to night, seven days a week. Under the plan, a large portion of the mall will be demolished, while the remaining exterior facades and interior spaces will be renovated and open out to a verdant public realm. Large areas of surface parking will also be transformed into new streets, green spaces, trail way links and buildings.

Terry Montesi, Founder and CEO of Trademark said:
“This is a radical reimagining of a once-dominant mall into a vibrant mixed-use community bursting with energy and people. We have carefully considered the right uses and densities and every design detail to create a meaningful place that serves the region for generations. The proposed redevelopment will act as a catalyst for the North Point corridor while preserving North Point as a regional destination for shopping, jobs and entertainment.”

Event Plaza, Village Green, Sustainable Park, Paths and Gardens

The newly designed outdoor spaces will create one of the largest outdoor gathering areas in North Fulton County. Outdoor areas include:

  • 10,500-square-foot Event Plaza that can accommodate more than 2,500 concertgoers
  • Interactive water features
  • Intimate pocket parks with art and soft seating
  • Village green space with outdoor dining
  • Sustainable Park that collects and redistributes storm water
  • Variety of meandering paths and gardens, including a food and beverage garden with a specimen tree
  • Streets designed with wide, walkable, and bike-able sidewalks, with trees and landscaping that provide a buffer from cars

Major Developments to be Rolled Out in Multiple Phases
The project marks the first major development to take place in Alpharetta east of GA-400, and it supports the City’s Horizon 2040 Comprehensive Plan, North Point Livable Centers Initiative (LCI), North Point Overlay and Eco district Strategy. Out of the 100-acre site, 83+ acres will be rezoned to accommodate mixed-use redevelopment.

Three districts: The Neighborhood, Village and Station
The first phase of the redevelopment encompasses 85,200 square feet of new retail, restaurant, and service space, a 50,000-square-foot retail/entertainment anchor space, a 15,000-square-foot food hall, 25,000 square feet of entertainment space, 25,000 square feet of creative office/coworking space and 320 for-rent multifamily residential units.

At full build out, the master plan will introduce up to 315,700 square feet of new retail, restaurant, and creative office space, 120,000 square feet of office space, a 150-key hotel, 17+ acres of civic/amenity space, 36 for-sale townhomes and 900 for-rent multifamily residential units, which will be developed in multiple phases over the next decade. This complements 874,000 square feet of legacy retail space.

Three districts: The Neighborhood, Village and Station
Trademark has organized the master plan in three distinctive yet connected districts, designated as The Neighborhood, Village and Station.

The Village is fun and full of social activity and takes the place of the demolished portion of the mall. The strategy for the Village is to design buildings that blend the old and new together. The pedestrian experience will be enlivened with patios, soft seating and covered outdoor space.

The Neighborhood represents the residential experience, where the greatest amenity is being connected to the social village environment. Residents will enjoy connectivity with the AlphaLoop and the network of sidewalks and trails throughout the property. The sidewalk environment is brought to life with varied storefronts, signage and outdoor seating that creates unique design aesthetics throughout the neighborhood.

The Station, the largest of the three districts, serves as the commercial hub and fronts North Point Circle. The Station plays a critical role in bridging the new East Entry and Event Plaza with the Village and Neighborhood. This is where the largest events will happen on property, such as seasonal festivals, farmers markets and art fairs. Another key feature of the Station is the Great Porch, which will serve to transition the enclosed mall with the outdoor environment.

Nick Nicolosi, General Manager of North Point said:
“Over the last year we have conducted a number of community surveys and tenant meetings, and we are encouraged by the feedback and ideas, many of which are reflected in our redevelopment plan. We are excited to take the next step in reimagining North Point and look forward to working with the city to bring this important project to life.”

Last January, Trademark was engaged to lead the redevelopment because of its open-air mixed-use expertise, with notable projects including Victory Park in Dallas, TX, Zona Rosa in Kansas City, MO, Market Street Woodlands in The Woodlands, TX, and Watters Creek in Allen, TX. Community engagement and programming is a key part of Trademark’s approach, having already started activating North Point with events, art and new branding.

Trademark enlisted best-in-class architecture firm Torti Gallas + Partners, known for its work in designing mixed-use environments such as Upstairs/Festival Street at Bethesda Row in Bethesda, MD and Mellody Farm in Vernon Hills, IL. A link to new renderings can be found here.

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Allison Klingsick
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