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Builder brings ‘design-valid spec project’ to Summerhill—and possibly beyond

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The first UP-Custom offering is coming to market soon at $450K

Gray house with red front door frame.
A batch of new modern specs is on the horizon for Atlanta investors.
Urban Purpose Design

Atlantans in the market for a non-white-box, somewhat customized take on modern design could find viable options with a new venture, UP-Custom home.

It’s described as “a semi-custom, design-valid, community responsive spec product for investors and developers in the Atlanta area” by Urban Purpose Design.

The design and build company just unveiled what it’s calling the “flagship” of the line, a new “Scandinavian Modern” on South Avenue in Summerhill, just south of Phoenix II Park near Peoplestown.

“It is our answer to the complexities of custom modern for spec development, and it is our response to the lackluster moderns going up in the city,” David Hauser, principal and cofounder of Urban Purpose Design, wrote in an email to Curbed Atlanta.

“This lackluster is driven by greed/profit/irresponsible design and development. It is our humble attempt at offering a product that will add value to our community for years to come, and, in that, this product needs to make our investor/developer clients profits.”

These products, as it were, include two floorplan variations and four elevation variations encompassing between 1,800 and 2,500 square feet, with three bedrooms and three bathrooms.

Inside the initial offering in Summerhill.

In addition to the Scandinavian Modern, UP-Custom is rolling out designs called the Contemporary Modern, Boxy Modern, and Farm Modern.

Each is designed to fit standard intown lots, but can be tweaked and customized in order to obtain permits quickly, Hauser says. Likewise, elevations and style can be modified to match the neighborhood and demographic.

While the homes are targeted to investors looking to build spec, Urban Purpose Design would sell to the end buyer.

“Our mantra is and has always been ‘Design with Purpose, Live UP,’” Hauser says. “UP-Custom gives us a vehicle to invite our fellow Atlantans to ‘Live UP’ and be a part of a value-driven movement utilizing the mechanism of supply and demand.”

The company’s previous residential projects have included contemporary transformations in Edgewood and East Atlanta (both 2016) and elsewhere intown.

This first new home is located about eight blocks west of Grant Park at 131 South Avenue SE. It’ll hit the market later this week with an asking price of $450,000.

Open houses are scheduled Sunday from 2 to 5 p.m. and October 17 from 4 to 7 p.m.