lilli Midtown is a 24-story, 147-unit luxury high-rise apartment building located in Atlanta’s bustling Midtown neighborhood. The tower sits on a tiny, 0.31-acre site that resulted in a slender building footprint and an elongated silhouette. The façade is characterized by alternating, inset balconies framed by white, metal-panel bands. The bold architecture is complimented by modern interiors with ample natural light and a Scandinavian aesthetic.
The petite floor plates resulted in fewer residences per floor, with the typical building level only containing seven residences. The airiness of the residences is carried through to the sophisticated rooftop amenity spaces that include a dramatic resident lounge, intimate private dining room, and sun-drenched pool terrace, each ordained with an elegant palette of finishes and refined furnishings.
Prior to lilli Midtown, 693 Peachtree St. was home to an abandoned, yellow building that previously housed Agatha’s Mystery Dinner Theater. The building had sat vacant for more than a decade and the site represented a “missing tooth” in an otherwise increasingly vibrant portion of Midtown. In fact, the property was listed in the February 2015 issue of Atlanta Magazine as one of Atlanta’s six most prominent eyesores.
The site’s long vacant state was confounding to many Atlantans, but was a strong testament to the numerous hurdles that stood in the way of redevelopment. However, the development team, a partnership between JPX Works and Trent Germano of Mariner Group, saw the potential and endeavored to provide Midtown with a building worthy of such a prominent location.
The lilli name and logo were the brainchild of e-Types, a talented brand agency based in Denmark whose clients include the likes of Bang & Olufsen, LEGO Group and Vipp. The team recognized the difficulty of developing a brand identity that complemented a building with such bold architectural design, but e-Types accepted the challenge with enthusiasm, promising to create a concept that was durable, modern and dynamic enough to stand the test of time.
Interestingly, the lilli brand was distilled from the building’s architecture. The vertical structure of the balcony movement and facade banding appears to spell out l’s and i’s, creating a strong simple graphic that became both the name and the logo. Moreover, lilli is unavoidably an abstraction from the “Lily” flower and the team thought the white color and sophisticated, organic feel resonated with the overall concept.
The goal for lilli Midtown was to create a property that was more boutique hotel than apartment tower. ODA’s design for the building, plus the intimate scale of the property, will distinguish it among the wave of new residential development that is densifying Midtown. We believe lilli is perfectly situated to become a vibrant residential address that contains all the right ingredients for modern living in Atlanta.Jarel Portman
Following our acquisition of the Georgian Terrace, we set out to ensure that the Agatha’s site would land in the capable hands of a development team that not only had a vision for their own success, but one that encompassed historic Midtown as a whole. In JPX Works, we found that team.Scott Kucinski
lilli Midtown’s design underlines the idea of personal scale in this developing mixed-used urban space. It is designed from the inside out, optimizing each apartment’s layout, corner views and natural flow to outdoor terraces. The overall composition appears like a vertical village and presents an iconic structure that plays to its distinguished neighbors the Fox Theatre, the Hotel Indigo and the Georgian Terrace Hotel.Eran Chen