Opening

Originally developed in two phases during the early 2000s by Thomas Enterprises, The Forum on Peachtree Parkway (The Forum) was one of the first lifestyle centers to open in Gwinnett County. The 500,000-square-foot open-air destination was designed by Wakefield Beasley & Associates and combines traditional mall-type tenants clustered together in a pedestrian-friendly, village-like atmosphere. Upon its inception, The Forum featured two floors of office space set atop ground-level retail, occupied by founding tenants Barnes & Noble, Belk, Chico’s, Gap, Old Navy, Pottery Barn, Talbots, Victoria’s Secret, and other specialty shops and eateries. 

New Partnerships + Growing Community

In 2008, real estate investment firm Lubert-Adler Partners began investing in The Forum until the asset was sold to AEW Capital Management in 2014. During that window, in 2012, the City of Peachtree Corners was incorporated. The next year, a Downtown Development Authority was formed and its members charged with redeveloping the central business district that had long been anchored by The Forum. 

Revitalization efforts in the area started in 2013 with the City purchasing 21 acres of undeveloped land across from The Forum, followed by the issuance of a request for proposals to build a mixed-use development on the tract to help form downtown Peachtree Corners. Now known as Town Center, construction on the project launched in 2017 and was completed in 2019.

As Town Center took to the main stage, The Forum faded into the background, and local officials made a plan to find a partner that could help reactivate what had become a “stale” experience.

New Ownership

In March 2022, North American Properties (NAP) entered its second joint venture partnership with Nuveen Real Estate and acquired The Forum. During its initial evaluation, NAP recognized The Forum had all the building blocks of a successful property, but lacked an identity, hangout factor, and a true mix of uses needed to support tenants, resulting in a high vacancy rate. 

Before putting a shovel in the ground, NAP conducted qualitative research and collaborated with local officials to help define what The Forum was missing, as well as determine how to improve the synergy between it and Town Center. Simultaneously, a rebrand was completed, which introduced a new name, The Forum Peachtree Corners, and a new visual/verbal system. This modern persona is now displayed throughout The Forum on pole banners, property and directional signage, and window graphics, along with digital assets like the website and social media channels. Operational changes were also made early on, such as the implementation of new daily processes like pressure washing and hosting hospitality training for all departments.

After a few months of research, redevelopment plans were announced, including an expansion of the public realm, walkability improvements, retail lineup enhancements, and the addition of a boutique hotel and multifamily community.

Redevelopment

NAP launched construction on The Forum’s redevelopment with a community-driven groundbreaking ceremony in April 2023. By October, the first new gathering space – fashioned out of former on-street parking spots to drive energy on the property’s north end – was opened to the public. Dubbed The North Plaza, the 1,700-square-foot greenspace is outfitted with café table seating and connected to three standalone, small-format shops as well as Politan Row, a 10,000-square-foot food hall opening winter 2025. In November and December, NAP paused construction to avoid negatively impacting retailers during the holiday season. Work resumed in January 2024 with the central Plaza buildout.

The Forum Transformed

In August 2024, 350+ community members got an exclusive first look at The Forum’s transformation and its brand-new Plaza during “Celebrate The Forum,” a ticketed event generating nearly $7,000 in proceeds that benefited local nonprofit Neighborhood Cooperative Ministries. 

The 6,650-square-foot turfed Plaza – also formed in parking spaces – features a covered, raised performance stage, a 17’ x 10’ LED screen, tables and seating, an optional valet service area, and a 2,500-square-foot jewel box, complete with a rooftop bar, that will house forthcoming sushi concept Sei Ryu. The Plaza now serves as The Forum’s main activation venue for the 100+ events held onsite annually. When it’s not in use, guests can enjoy the open-air greenspace to unwind and mingle with neighbors. A new breezeway with public restrooms was also added at the base of the office building fronting The Plaza, creating a more pedestrian-friendly throughway between the parking lot behind the building and the heartbeat of the property. 

Other notable property-wide upgrades include the installation of four digital directories, improved Wi-Fi connectivity, enhancements to the surface parking lots, an expanded security network, and the creation of “activity zones,” aka lounge areas, strategically situated along sidewalks to increase dwell time. A memorial dedicated to the first First Lady of Peachtree Corners, Debbie Mason, has also been placed in the central garden.

Going beyond physical changes, NAP’s leasing team has elevated The Forum’s retail and dining lineup, creating an environment where guests can check off all their to-do list in one place. Since 2022, NAP has signed leases with nearly 20 new brands, including Giulia, J. Crew Factory, Lovesac, Kendra Scott, Nando’s Peri-Peri, Peche, Petfolk, and Sucré.

View a comprehensive project recap here. 

Looking Ahead

The future of The Forum includes the addition of a luxury boutique hotel, a multifamily community, and structured parking, with the next segment of construction currently anticipated to begin early 2026.

Note: The Atlanta subsidiary of NAP, which is leading The Forum’s redevelopment and oversees management, is being acquired by global real estate investment and management firm Jamestown. Upon closing, anticipated for Q4 2024, NAP’s Atlanta team and its assets, including The Forum, will move forward under the Jamestown name; however, the property’s expansion will continue as planned.