Transforming a Brutalist Landmark: The Exchange at Tower Square
Located in Atlanta’s vibrant Midtown district near the Georgia Tech campus, a vacant 1970s AT&T brutalist tower once stood eerily still amid a rapidly evolving architectural landscape. Post-COVID leasing challenges left the adjacent MARTA transit stop struggling, creating a retail dead zone in need of revitalization.
CBRE enlisted Rothschild Downes, a national leader in retail and office asset transformation, to reimagine the space. HollisBC was brought in to challenge the status quo, developing impactful yet financially sustainable solutions to breathe new life into the area.
Spanning an entire city block at a key transit intersection, the site offers 150,000 square feet of opportunity. As part of the transformation, HollisBC rebranded the Tower Square office building’s parking annex as The Exchange, introducing bold super-scale signage, modern wayfinding, and environmental graphics to create a dynamic new gathering space.
New tenants quickly followed. 5 Iron Golf and Planet Fitness have already set up shop, taking advantage of the ample on-site parking in the newly revamped garage. Looking ahead, a jazz performance dining venue and pickleball courts are rumored to be on the way, further solidifying The Exchange as a hub of energy and engagement in Midtown Atlanta.
- ADA/Regulatory Signage
- Architectural Signage
- Brand & Identity Development
- Brand Expression
- Curated Art Program
- Environmental Graphic Design
- Exterior / Interior Signage Program
- Logo Design
- Naming
- Supergraphics
- Tenant Signage Criteria
- Wayfinding
District Branding / Environmental Graphic Design / Identity Design / Signage & Wayfinding / Supergraphics
