Marketing and positioning for a landmark mixed-use destination that transformed a full Midtown Atlanta city block into one connected story.
About
1105 West Peachtree is a landmark mixed-use development by Selig Enterprises that transformed an entire Midtown Atlanta city block into a connected destination for working, living, staying, dining, and gathering. Defined by its striking architectural presence and nearly one-acre elevated Sky Plaza, the development brings together Class-A office space, street-level retail, the Epicurean Atlanta hotel, and luxury residences at 40 West 12th.
Our Role
Millennial Marketing partnered across a series of initiatives supporting 1105 West Peachtree and the individual destinations within the development to connect the mixed-use development through one cohesive brand story. Our role extended from digital strategy and website development to leasing collateral, promotional creative, and assistance with the planning and execution of a large-scale grand opening experience.
Website Design + Development
In conjunction with the launch of 40 West 12th, our team designed and developed a responsive, UX-focused website for 1105 West Peachtree. The experience introduced the development as a whole while supporting office and retail leasing efforts through a clear, visually driven platform.
Leasing + Promotional Collateral
To support office and retail leasing efforts, we developed a comprehensive promotional brochure and collateral system that translated a complex multi-entity development into a highly visual, easy-to-navigate leasing narrative for print and digital use.
Experiential Marketing
Our team helped plan and support the official grand opening celebration with strategic pre-event promotion, branded creative, on-site activations, speakers, and cinematic storytelling designed to extend the project's impact well beyond the event itself.
Grand Opening Photograhy
Grand Opening Campaign
The grand opening strategy was designed as a full campaign ecosystem with pre-event promotion, branded creative, event experience support, and post-event storytelling to extend impact beyond one evening.
Project Impact
Our work translated the scale and complexity of a major mixed-use development into a cohesive public-facing story across leasing, digital, and experiential touchpoints.
Integrated Multi-Channel Presence
Digital strategy, collateral, and experiential marketing worked together as one connected system.
Leasing Communications Clarity
Complex development information was translated into clear, highly visual tools for tenant outreach.
Memorable Market Introduction
The grand opening campaign generated momentum before, during, and after launch.
Cross-Entity Cohesion
Office, hospitality, and residential stakeholders were aligned under a singular development narrative.
One development. Multiple audiences. A connected marketing strategy built to bring an entire city block to life.
One development. Multiple audiences. A connected marketing strategy built to bring an entire city block to life.