Owner America’s Capital Partners has sought the help of a rather unusual group to assist in the $14 million restoration efforts and marketing strategy of the former Equitable Building in downtown Atlanta.
Committed to both restoring the property and contributing to the revitalization of downtown, ACP reached out to Georgia State University’s Earnest G. Welch School of Art and Design, forming a collaborative partnership that led to the creation of the 100 x 100 Project. The name, which was derived from the name of the building, 100 Peachtree, is also meant to celebrate GSU’s 100th anniversary.
Students in the undergraduate program participated in a design competition titled “Identity 100: Rebranding 100 Peachtree” that resulted in over 40 original pieces of graphic art, fine art and animated video focused on the number 100. The winner of the competition received a MacBook Pro and pieces were displayed at various locations in downtown Atlanta. The spring curriculum for graduate students in the Interior and Graphic Design Studio included creating an exhibit for the building’s 31st floor that expressed not only the building’s history but also its evolution. The “Inspired Change” exhibit opened with a private reception on May 9. All graduate students received an Apple iPad Mini in appreciation of their work, plus ACP and Five Miles are establishing a $28,000 grant for future students attending the graduate program that will be funded over a period of three years.
“This is an exciting relationship for us,” stated Michael White, director of the Welch School of Art and Design. “Providing our students with real world experience is invaluable. Not only will they have the opportunity to assist in rebranding a landmark example of the mid-century “international style” of commercial architecture, but students will also be working directly with leaders in the business community. “
The 32-story 100 Peachtree office building—work of the renowned American architectural and engineering firm Skidmore, Owings and Merrill—dates back to 1968. The building is currently undergoing a comprehensive restoration process estimated at $14 million; planned capital improvements include new energy efficient dual-pane windows, a complete renovation of the lobby and a newly landscaped café and retail plaza. New modern amenities already completed include a mock courtroom, conference facilities, a fitness center and state-of-the-art security.
Images courtesy of America’s Capital Partners