700 Northpark, Atlanta GA

Challenge

Hines has owned the 700 Northpark site for a considerable amount of time, taking the opportunity to fine tune the design of this 26 story mixed use building in response to the fast growth and demand of the Central Perimeter submarket of Atlanta. The area is home to many blue chip companies and is served by the successful Perimeter Mall replete with shops and restaurants. Also serving the area is the North Springs MARTA stop that links the building to the city and provides employees living in Atlanta an easy commute option. Further, Georgia Department of Transportation is executing a multi-year $800 million roadway improvement project, the 2nd largest ever, which includes I-285 / SR 400 interchange and others, further enhancing the transportation options in the area.

Hines leadership tasked Torque with developing the property narrative, branding and leasing tools to thread together these advantages and also allow for updates to the story as the project continues to evolve in response to market demand and tenant opportunities.

Solution

Torque kicked off the proces with our proprietary Ideal State workshop, bringing together all the project stakeholders and surfacing core concepts that would serve us in framing the brand, the marketing and leasing campaign. We emphasized the modern class A architectural design as well as the human elements and wellness benefits, with a LEED silver certification target, abundant outdoor space in the form of both private terraces and shared terraces for every office in the building. Also contributing to the unique office experience are interior spaces that maximize natural daylite and provide very high air quality levels as well as bringing in outdoor air. We showcased collaborative space designs and top tier amenities including the fitness center as well.

Brand and marketing elements include building story development, website design, a digital advertising and email marketing program to reach the market over a 12-month launch period, as well as broker virtual presentation tool and tour strategies.