S U M M E R F A L L 2 0 1 1 - ASID Georgia Chapter

Courtesey of Gerlick PhotographyHunter also stressed that while designing the interiors,his design team focused on the guests and their needsas well as functionality and technology. Taking intoconsideration the owner’s vision, marketing researchand quality, F.A. Hunter and Associates was able tosuccessfully design an environment that represents thebrand created for the Vero Beach Hotel and Spa.In contrast to the Vero Beach Hotel and Spa, GeorgiaPacific Center, in downtown Atlanta, began the processof rebranding itself in early 2010. Redesign provedchallenging because there was a strong desire topreserve the iconic stature of the building, constructedin 1982 by GA-Met, a joint real estate venture. Teamsfrom Georgia Pacific and MetLife, together with theproperty manager from Jones Lang LaSalle, joinedforces with idea-span to create a vision for updating theclassic lobby of the fifty-one story building. From thebeginning, the goals were clear. “The new GeorgiaPacific Center lobby would provide an enhanced senseof welcome to the classic urban space as new featuresreinforced the high quality of the existing architecture.The new experience would be more inviting, providingan ambiance that is lighter and brighter with newlighting elements and wall finishes; a heightened senseof activity and amenity would be evident with newvenues providing places to meet, greet, and connectfor tenants and visitors. The effect would restate theprestige, stability and importance of the building, itsbrand and owners,” explains Charles Warren with ideaspanthe rest in terms of competition. Not only do theupgrades attract tenants, but they also help thetenants attract and retain employees and clients.Courtesey of Gerlick PhotographyRepositioning the iconic building lobby meant timecollaborating and planning with the team, severalmonths of construction barricades, and mountingcuriosity from tenants and visitors, but in the end,users of the building are pleased by the transformationof the space. Anna Ford, with Jones Lang LaSalle, hasseen quite a change in the way people perceive thebuilding. “The goal to lighten, brighten and activate thelobby has not only been met but it has been exceeded.It is a real joy to watch the activity in the lobbythroughout the day, as well as watching [the reaction]of those who have not visited the building in a while.” Atthe end of the day, those reactions are cherishedindicators of this project’s success.From the building owner’s perspective, the reasoningbehind the project was clear – every building owner’sgoal is to have fully leased asset. Georgia Pacific andMetLife wanted to redesign the lobby to reposition theasset in the market place to compete more effectively.In today’s market conditions, an updated building withvarious amenities and active zones is strides ahead ofCourtesy F.A. Hunter and Associates10