Skyline Views

Decorated Atlanta Architect: Signage Would Detract from Promenade's Presence

ATLANTA (Aug, 27, 2014) - Chiming in on the legal dispute over placing large signs on the landmark Promenade office tower in Midtown, well-respected Atlanta architect Thomas Ventulett III, says signage would "certainly diminish the dignified character and aesthetic design of the spire and lighting at the top of the building."

He opines aout the impact in an affidavit in support of the motion brought by the lead tenant and plaintiff in Smith, Gambrell & Russell in Smith, Gambrell & Russell v. 1230 Peachtree Associates LLC, No. 2014CV250516.

Ventulett, who put the "V" in tvsdesign, goes on, according to the motion as first reported by the Daily Report:

"In my opinion, the installation of the proposed signs would be a substantial alteration to the external appearance of the Promenade. As the architect for the building, I believe the proposed signs would materially change and certainly diminish the dignified character and aesthetic design of the spire and lighting at the top of the building. None of the truly architecturally distinguished buildings in Midtown are adorned with signs, thereby preserving a distinctive skyline without signs appearing like advertising billboards."

"Buildings become ordinary and background when adorned with signage as advertising," wrote Ventulett. "The Promenade was never intended to have signs attached near the top of the building where its distinctive architectural features and lighting appear."

The design expert clearly wouldn't agree with my previous post, but to each his own I suppose. Stay tuned as this fascinating commercial real estate legal action evolves.

 

Every Landmark Office Tower Needs Cool Signage

ATLANTA (Aug. 27, 2014) - Signage typically is a key negotiating point of any large office lease, and it's at the center of an interesting legal action in Midtown, where a well-known law firm is objecting to a venerable Atlanta REIT's plans to add signs for a tenant at the Promenade office tower in Midtown.

We'll let the attorneys figure out how to settle that matter, though you can scroll down to read more about it.

I'm more interested in why such a signifcant building such as Promenade has no signage. The 691-foot-high landmark office tower is cleary visible in Atlanta's skyline, and more importantly, to the thousands of cars that travel the Downtown Connector each day.

Any large tenant is missing a nice branding opportunity by now having a sign plastered on such a notable building. I know law firms typically shy away from placing their logo or names atop towers because it might be considered gaudy and not align with their image, but that thinking needs to change amid today's hyper-competitive, branding-is-critical business atmosphere.

Even the conservative Georgia-Pacific posted a nice blue "GP" insignia on its namesake tower in downtown Atlanta after years of having no expsoure atop the pink-granite signature office tower.

I think every multitenant tower needs signage, and a "FD" on three sides of Promenade (thanks to ajc.com for the cool photo) would look good (once the attorneys have settled the matter).

Here's a quick recap of the aforementioned legal action:

On Friday, Smith, Gambrell & Russell filed sued against Cousins Properties, claming that Cousins and the ownership of Promenade failed to get the law firm's approval for its plans to erect "FD" near the top of the landmark 691-foot-high office tower at Peachtree and 15th streets, according to a story in today's Daily Report.

 

Cousins acquired Promenade II in 2001, paying $134.7 million. The REIT sliced off the "II" from the name after Promenade I was renamed for David R. Goode of Norfolk Southern fame, which now is sole tenant at the smaller building, which reaches only 154 feet.

 

 

Streets of Buckhead Name Hard to Remove

ATLANTA (July 20, 2011) - New owner OliverMcMillan will have a tough time getting people to start calling The Streets of Buckhead development "Buckhead Atlanta." Apparently the firm will have a tough time removing all signs of the former name, too.

A "Streets of Buckhead" banner continues to fly several stories in the sky. The sign is attached to one of the several cranes that have been mostly idle for more than two years. It's no easy task climbing up there and replacing the sign.

For that matter, some Buckhead residents say they're still waiting for OliverMcMillan to erect new, prominent signage with the Buckhead Atlanta name.

The new name has received mixed reviews since OliverMcMillan made it big rebranding announcement in May at ICSC's RECon show in Las Vegas. 

Late last month, Studley tenant rep Clark Dean discussed the new name in a blog titled "Lost in Buckhead" for Atlanta Business Chronicle's Real Talk blog series. In his blog post, Dean says a good name establishes context and promotes distinction. "And 'Buckhead Atlanta,' the new name for the “Streets of Buckhead” development doesn’t seem to do either very well," he writes.

Word is, Dean's blog post set a record for overall number of hits by a single post on Real Talk. So, interest in the mostly retail project's name is sky high. Problem is, so is the sign with the old name.