The Forum’s Transformation: A New Chapter in Peachtree Corners

Led by North American Properties (NAP), The Forum is being reimagined as a mixed-use destination in the center of Peachtree Corners. This multi-phase project aims to enhance the already strong community connection between residents. It also seeks to attract new businesses, residents and visitors, while creating jobs and boosting tenant sales. 

Innovative rebranding and technology

Built in 2002, the Forum is an open-air shopping center featuring a variety of retail stores, restaurants and entertainment options. Following its acquisition by NAP, The Forum in Peachtree Corners has undergone a significant rebranding to update its visual and verbal identity and reflect its more modern persona. 

Early in redevelopment, NAP partnered with the city of Peachtree Corners to improve the connection between The Forum and the Town Center. 

“The overall goal of the project is to create a more cohesive ecosystem that embraces the city’s hometown charm. It also reduces the need for residents to venture outside the area to nearby destinations for in-demand experiences,” explained NAP Public Relations Director, Britni Johnson. 

The new branding is evident throughout the property with updated pole banners, property and directional signage and window graphics, along with digital enhancements to The Forum’s website and social media channels.

“One of the first things NAP completed upon taking over management at The Forum was a rebrand encompassing a new visual and verbal identity,” added Johnson.

In addition to aesthetic updates, The Forum is set to roll out several technological enhancements designed to improve the visitor experience. These include four new digital directories for wayfinding, event information and interactive features such as a “snap a selfie” function. 

“State-of-the-art stage lighting and A/V for the main stage in The Plaza, which is under construction and set for completion in late summer 2024, will transform the entertainment experience,” Johnson said. 

Moreover, additional Wi-Fi access points are being installed to enhance connectivity and support an outdoor workspace. 

Greenspaces for community gatherings

In terms of design, new community gathering spaces have replaced excess street parking, promoting longer visits and greater interaction among guests. These improvements are part of a broader effort to boost walkability and connectivity across the property.

To enhance the overall guest experience at The Forum, Phase I of the redevelopment focuses on expanding the public realm by adding new greenspaces that welcome casual gatherings. 

The first of these spaces, the 1,700-square-foot North Plaza, was introduced in October 2023 and is complemented by surrounding restaurants with inviting patios, including the soon-to-open Politan Row food hall.

Further enhancements are visible in the construction of The Plaza, situated near Pottery Barn. This development is set to include a 6,650-square-foot turfed event plaza equipped with a covered performance stage, a large LED screen and comfortable seating areas. Upon completion, The Plaza will host The Forum’s annual events. 

“We host over 100 annual events – many of which are held in partnership with or support local organizations, including Light Up The Corners with the Fowler YMCA, Restaurant Week with Peachtree Farm, and Santa at The Forum with Neighborhood Cooperative Ministries,” noted Charlotte Hinton, The Forum’s marketing manager.

Prioritizing guest safety

Rest assured, when you’re attending an event or stopping by for an afternoon visit, your safety is NAP’s top priority. 

Since taking over The Forum in March 2022, NAP has significantly increased security measures, boosting coverage by 35% as a key aspect of the property’s ongoing redevelopment. This enhancement includes round-the-clock protection provided by onsite security personnel and off-duty law enforcement officers.

The Forum’s security infrastructure has also been expanded, with the installation of nearly 30 new CCTV cameras across the property. Additionally, NAP formed a strategic partnership with Fusus by Axon, a local technology firm based in Peachtree Corners, to integrate a real-time public safety intelligence platform with the existing camera network. 

“This allows police to tap into the surveillance feed and gain critical intel during active investigations, ensuring a rapid and informed response to any security issues,” shared Johnson. The security team is directly accessible for immediate assistance.

NAP’s dynamic retail strategy

Understanding the evolving needs of the Peachtree Corners community, NAP is curating a diverse mix of retailers, including popular brands and local entrepreneurs.

Brooke Massey, NAP’s Director of Leasing, emphasized the strategic approach of their retail team. 

“NAP’s retail leasing team has strong relationships with an extensive collection of 300+ in-demand brands and is in constant communication with them about their needs,” she explained. 

This network has facilitated the introduction of both well-known brands and local entrepreneurs into the retail space, maintaining a dynamic balance that caters to the community’s desires. 

Moreover, Massey highlighted the vision behind their tenant selection. 

“Our strategy is very data-driven, and our marketing team even plays a role in the curation process by polling social media followers on what they want to see at The Forum,” she added. 

Since acquiring The Forum in March 2022, NAP has secured 39 deals with various tenants. 

Notable recent openings include Alloy Personal Training, Cookie Fix, Giulia, Kendra Scott, Lovesac and Stretchlab. Coming later in 2024 are Nando’s Peri-Peri, Sucre and The NOW Massage. 

“We look forward to becoming part of The Forum community by providing guests with a truly memorable part of their day. So much of our days are rushed, running one errand to another. Everyone deserves a moment to slow down and enjoy something delicious. We want to be the space where that happens for Peachtree Corners and all who visit,” shared a company spokesperson for Sucre.

Creating memorable moments

The Forum turned a somber anniversary into a moment of joy for a local family. 

Two days after the 2022 Holiday Tree Lighting, tragedy struck Peachtree Corners Councilman Joe Sawyer‘s family. His daughter was murdered while working as a Lyft driver, leaving behind three young children. 

A year later, on the first anniversary of her death, the Sawyer family was invited to The Forum’s 2023 Tree Lighting event. 

“We worked with Santa to surprise the kids, and when I took them backstage, they thought they were just going to get to meet and chat with him,” said Sue Storck, The Forum’s general manager.

Unbeknownst to them, a larger surprise awaited as they were brought on stage to help Santa light the tree, delighting the crowd of over 14,000 attendees. 

“The kids were surprised and delighted to be able to do this, and it was a fantastic memory for both the Sawyer and Forum families,” Storck added, reflecting on the community’s effort to support one of their own during a time of loss.

The team’s efforts continue throughout the year, planting seeds within the community. 

“We’re constantly seeking unique opportunities to engage with our neighbors. The Peachtree Corners Photography Club currently has an exhibit of photos shot by local residents on display in the Forum South office lobby,” shared Hinton. 

“Our team participated in the 2024 Career Exploration Night sponsored by the Norcross Rotary Club. We also recently supported Wesleyan Middle School students on their construction project challenge win,” she added.

Local investments from new tenants: Kendra Scott’s philanthropic engagement

New tenants are bringing their own philanthropic efforts to the community, too. Kendra Scott Peachtree Corners partnered with the Norcross High School Cheer Team on May 10, donating 20% of the proceeds. 

The next day, they partnered with Spectrum Autism Support Group, again donating 20% of the proceeds to the local organization.

“When Kendra Scott opens a store in a new community, we always lead with giving. Philanthropy is one of our core pillars, and we love to celebrate our grand openings by partnering with organizations that are already making a difference!” shared Amanda Young, Southeast Marketing and Philanthropic Manager for Kendra Scott.

By working with Norcross High School Cheer and Spectrum Autism Support Group, we’re able to introduce ourselves to Peachtree Corners residents as a true community partner,” she added. 

Kendra Scott is also dedicated to strengthening community ties through “Kendra Gives Back” events at its Forum location. 

These events are intended to support local causes and foster connections among community leaders and area supporters. 

“We are looking forward to being able to host these organizations in their own backyard!” said Young.

The company is committed to maintaining strong partnerships with neighboring businesses at The Forum, such as Cookie Fix, Peche, and Giulia-The Italian Bakery. 

“We are so excited to be a part of The Forum family and have already enjoyed working with their leadership,” Young exclaimed.

Looking ahead

The transformation of The Forum is more than a redevelopment project; it’s a vision for the future of Peachtree Corners. 

With plans for adding residential units and a boutique hotel, The Forum is poised to become a dynamic hub of activity. 

“Long-term, we’re working toward creating a place that’s activated 18 hours a day, seven days a week,” projected Johnson. 

Through thoughtful design, community engagement and a commitment to sustainability, The Forum’s transformation is set to enrich the lives of Peachtree Corners’ residents for generations to come.

Read more news about The Forum here.