Trademark Unveils Mixed-use Overhaul of North Point Mall

Atlanta Business Chronicle|March 4, 2022

Written by: Tyler Wilkins

The manager of North Point Mall has unveiled its redevelopment plan for turning the distressed suburban shopping center into a high-energy, mixed-use project active at all hours of the day.

Trademark Properties plans to replace the nearly 30-year-old Alpharetta mall with an 83-acre, mixed-use project that would be rebranded to just “North Point.” The full master plan would be built in phases over the next decade.

The newly revealed plans may indicate that the property could soon hit the market. New York Life Insurance Co. took ownership of the mall after its previous owner, Brookfield Properties, transferred the deed in lieu of foreclosure. Trademark then took over the redevelopment project, as well as leasing and management of the mall.

North Point Mall has struggled in recent years and lost several key anchors. It faces steep competition from Avalon, the massive mixed-use destination with lavish retailers and restaurants only a few minutes away.

The basics: A large portion of the mall would be demolished, but about 874,000 square feet of legacy retail space would be remodeled and upgraded. A rendering shows Macy’s, one of the remaining anchors at the mall, in the background. The sea of parking surrounding the structure would be converted into new streets, green spaces and links to the AlphaLoop trail network.

The first phase of the project would add 160,200 square feet of new retail, restaurant and entertainment space, a 15,000-square-foot food hall, 25,000 square feet of office and coworking space and 320 apartments.

At full-build out, the development would include 435,700 square feet of new retail, restaurant and office space, 17 acres of amenity space and a 150-key hotel. The residential district of the development, known as The Neighborhood, would include a total of 900 apartments and 36 for-sale townhomes.

The demolished portion of the mall would be turned into The Village, an area with patios, soft seating and outdoor space. The Station would serve as the project’s commercial and event hub, with a feature known as the Great Porch to transition the enclosed mall to the open-air environment.

Trademark has enlisted Torti Gallas + Partners to serve as the architect of the project. Alpharetta City Council would need to rezone the property before the redevelopment process could begin.

What they’re saying: “This is a radical reimagining of a once-dominant mall into a vibrant mixed-use community bursting with energy and people,” said Terry Montesi, CEO of Trademark, in a news release. “The proposed redevelopment will act as a catalyst for the North Point corridor while…

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