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Say so long to Equitable emblem, hello to Atlanta’s first ‘digital building-top signage’

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Iconic downtown tower is in for an overhaul, which includes a high-profile switch up top

A rending of Georgia’s Own’s signage place among the stars.
Coming soon: Georgia’s Own place among the stars.
Renderings courtesy of Zeller Realty Group

Before February’s Super Bowl kicks off in Atlanta, the city’s first changeable, digital signage atop a skyscraper should be shinning bright, developers announced today.

It’ll mark the official end of a long era for the simple, classic “EQUITABLE” sign atop the 100 Peachtree building, which many Atlantans consider iconic.

Reps with Zeller Realty Group announced plans to work with Skanska USA, a global construction and development firm, to install a digital sign spanning 174 feet across the building’s top floors, overlooking Woodruff Park, by early 2019.

On the unmissable LED sign, expect the logo of a main building tenant, Georgia’s Own Credit Union, “as well as community-oriented messages promoting local and charitable events,” per a press release.

Mark Vollbrecht, principal for ZRG, said the company is proud that Georgia’s Own “is entrusting its headquarter location to 100 Peachtree and placing its trademark amongst the stars in our downtown skyline.”

AJ Robinson, Central Atlanta Progress president, predicted in a prepared statement that digital signage and media will play a key role in supporting downtown’s commerce and entertainment growth and “defining Atlanta’s culture and brand.”

Flashy billboards will be a vital component of downtown’s recently approved Arts and Entertainment District, Robinson said.

While hardly awe-inspiring, the sign is a recognizable, longstanding facet of the downtown skyline—but not for long.
Photo courtesy of Zeller Realty Group

ZRG acquired the building in May last year and has signed several tenants beyond Georgia’s Own, including The Boston Consulting Group, which recently committed to occupying a third full floor and 60,000 square feet total.

Per ZRG reps, the leasing and management team for 100 Peachtree, JLL, says downtown office vacancy has reached its lowest point since 2011, while lease rates have jumped 13 percent for Class A space in the past two years.

Far below the building’s crown, more human-scale changes should be in the works beginning this summer.

ZRG has brought in design firm Gensler to revamp 100 Peachtree’s amenity spaces, which will include a lobby update (with public art installations and interactive screen) and the introduction of an 18th floor “hub” for tenants with a lounge, conference center, and upgraded gym.

Beyond the building, in an effort to better connect 100 Peachtree with its surroundings, Georgia’s Own will soon provide free WiFi for employees wishing to work in Woodruff Park. Downtown denizens can also expect weekly live music provided by the Rialto Theatre in the building’s outdoor gathering space.

Those changes are expected to wrap in early 2019, too.

The Grant Building last year.
Google Maps

The Equita—er, Georgia’s Own—building isn’t the only longstanding downtown tower to recently trumpet leasing and renovation successes.

Overlooking the Gulch, the refreshed 101 Marietta Street building has see the Atlanta Hawks, Associated Press, and other companies ink deals that will introduce hundreds of new employees to the area.

Meanwhile, the classical 1913 Hurt Building also overlooking Woodruff Park is undergoing an upgrade that helped lure Herzing University—and hundreds of college students—from Buckhead.

And at the corner of Broad and Walton streets, the W.D. Grant Building, an 1898 relic listed on the National Register of Historic Places, has made headway into what investors have described as the rebirth of a downtown landmark.