Walking through a mall, it's hard to imagine how any retail store will survive the age of Amazon. The year-round 40% off sales are a last call of desperation to fight e-commerce giants putting brick and mortar stores out of business. The only way to survive is to evolve.
Phipps Plaza is known for its high-end shopping and plenty of celebrity sightings, but it will soon be recognized as a trailblazer for malls with its ongoing transformation into a mixed-use development. The Buckhead staple has been around for nearly 50 years and recently completed a dramatic renovation to modernize the mall. The facelift gave its storefronts a new look in neutral tones, while inside the brass and wood have been replaced with metal and marble. Expansion outside the mall is vital to redevelop the area into a top destination.
Last year the European minimalism inspired AC hotel opened adjacent to Phipps Plaza. The six floors with 163 rooms and six suites brought a fresh wave of tourism to the area. With its sleek design and high-end finishes, it was the perfect fit for modern Buckhead. Increased traffic in the area also came from over 300 residences at the nearby Domain at Phipps luxury apartments.
Currently in the works, Belks will permanently close to be replaced with a new city street shopping concept similar to The Shops Buckhead Atlanta, Westside Provisions, and Ponce City Market. Key developments include a 12-story office tower and 90,000 square foot Life Time fitness center. Most notably, Nobu hotel and Japanese restaurant chose Phipps Plaza as its premier Atlanta destination after years of scouting. The coming of Nobu's exclusive upscale brand confirms Atlanta's newly elevated status of luxury and celebrity. Construction will begin next year with anticipated opening in 2020.