Fresh renderings uncovered for Castleberry Hill’s ‘Reverb by Hard Rock’

As part of a Castleberry Hill mixed-use development now dubbed Castleberry Park, a new Hard Rock Hotel is underway in Atlanta that’s unlike any other in the country, according to developers.

The project ceremonially broke ground in early 2017 and started visible site work late last year, but newfound renderings suggest at least the exterior design has changed a bit since shovels hit the dirt.

New images show the 11-floor boutique hotel flaunting a new name, “Reverb by Hard Rock”—an upgrade from its boilerplate old name, “Hard Rock Hotel Atlanta.”

It would be the Hard Rock’s first boutique hotel in the United States, according to Bolton Atlanta, a development group that includes local architects TSW and Dezhu US, an Atlanta-based subsidiary of a prominent Chinese developer.

[CLARIFICATION: As company reps have pointed out, TSW is the architect for the apartments, associated ground-floor retail, and parking garage serving the entire project; Gensler is the architect for the Hard Rock hotel component.]

The delayed $90 million mixed-use project hosting Atlanta’s newest Hard Rock also appears to have undergone some rebranding since last check: The “Castleberry Park Project” moniker has replaced the old title, “Castleberry Point.”

In addition to the Reverb hotel’s 200 rooms and rooftop bar, the 2.4-acre mixed-use site, under development by Bolton Atlanta, will also offer 130 apartments—20 percent of which will be earmarked for people making 80 percent of the area median income—20,000 square feet of retail space, and its own small park.

The project, situated right next to downtown’s Mercedes-Benz Stadium, also calls for a 375-space parking deck.

Bolton Atlanta reps reported last month that main preparation work for the Castleberry Park project was almost finished.

The hotel is slated to open at the beginning of 2020, meaning it won’t be ready in time for Atlanta’s hosting of Super Bowl LIII in 2019, as was initially expected. It’s replacing a scraggly, empty lot used mostly for tailgating.

• Mixed-use Project aka Castleberry Park Project [firm website]