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 combined 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 making equity and debt investments 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, including strong demographics and community engagement, but it had lost its identity, lacked a “hangout factor,” and was absent of the true mix of uses needed to support tenants, resulting in a high vacancy rate.   

Upon taking over management, NAP announced plans to expand the public realm, enhance the property’s streetscape and walkability, revamp the merchandise collection, and weave its hospitality-driven management approach into the fabric of The Forum and surrounding area.  

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 that would guide all aspects of the redevelopment from start to finish. 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, hosting hospitality training for all departments, and outfitting staff in branded uniforms.

After a few months of studies, NAP proposed the addition of a boutique hotel and multifamily community and pursued a rezoning. Following a six-hour public hearing in August, NAP gained approval from City Council on its density vision. 

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 Main Street parking spots to drive energy on the property’s north end – was delivered and opened to the public. Dubbed “The North Plaza,” the 1,700-square-foot greenspace is outfitted with cafe table seating and connected to three standalone, small-format shops as well as Politan Row, a 10,000-square-foot food hall still to come. 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 overlooking the social gathering space, 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, visitors 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 upgrades made property wide 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 18 new brands, including Giulia, J. Crew Factory, Lovesac, Kendra Scott, Nando’s Peri-Peri, Peche, Petfolk, and Sucré, as well as seven short-term license agreements. Including pop-ups, long-term deals, renewals, and extensions, leasing activity to date totals over 240,000 square feet.

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.