Believe it or not, malls continue to be the epicenter of shopping in Atlanta

Photography by James Cool

It may seem counterintuitive given pandemic and post-pandemic shopping habits, but malls are thriving. According to a recent study from Coresight Research, a retail research and consulting firm, leading enclosed shopping centers are booming, outperforming in occupancy, revenue and foot traffic. A walk around Lenox Square or Phipps Plaza validates the data: “Coming Soon” signs dot both. There is a waiting list of tenants in these malls as stores, especially luxury ones, clamor to set up shop in Atlanta.

This is not surprising to Su Longman, a longtime customer of the mall. CEO and owner of Pallet Central Enterprises, she has shopped all over the world and is proud to say that Atlanta’s offerings rival, if not beat, those of some major fashion cities. “I can find things to my eclectic taste much easier here in Atlanta, which might be contradictory to what non-Atlantans might believe,” she says.

Longman, who has frequented Atlanta malls for 20 years, also likes how carefully curated stores have changed the shopper demographics, with a greater variety of customers and brands, perhaps under the influence of entertainment industry and the diversity of people on the move. here. “Atlanta is truly becoming the Beverly Hills of the South, and the designer boutiques popping up here are definitely a testament to that,” she says.

Brands have also felt the pull of malls, with several choosing to return to malls as their home base. Brunello Cucinelli, Akris, Christian Louboutin, Etro, Jimmy Choo and Hermès have all returned to Phipps. Alo Yoga has already moved to Lenox Square, and Moncler will complete its migration there by the end of 2024. Here, a selection of stores to watch.

Balmain
The second half of 2023 saw the arrival of Parisian house Balmain at Phipps Plaza, only the eighth flagship store in the country for the brand, following others in New York, Miami and Los Angeles. Ready-to-wear for men and women, popular handbags and sneakers designed under the tutelage of creative director Olivier Rousteing are on display in the store’s minimalist interior.

Photography by James Cool

Fendi
Several retailers, such as Tory Burch and Tiffany, are already present in both shopping centers, doubling their visibility and responding to their popularity. Fendi joins that elite list, complementing its Lenox outpost with a store in the former Tavern at Phipps space. More than 3,500 square feet showcase the brand’s iconic ready-to-wear, accessories, footwear and leather goods collections for men and women. A showroom for private clients and an exotic leather goods section are adorned with green onyx marble floors from Pakistan, adding to the sumptuousness of the store.

The Webster
Atlantans have missed Jeffrey at malls, but that hole could be filled in late 2024 when The Webster comes to Lenox Square, the fashion powerhouse’s 10th location. The boutique, founded in Miami in 2009, is known for its more experimental brands, such as Alexandre Vauthier, Marine Serre, Paco Rabanne, Rhude and The Attico. Webster’s private label, LHD, rich in colors and prints, designed by CEO and founder Laure Hériard Dubreuil, is exclusive to its stores. In addition to clothing, shoppers can expect expertly curated fine jewelry, as well as home and beauty products.

Zegna
Perhaps one of the most striking spaces is Zegna’s new location on the ground floor of One Phipps Plaza, the LEED-certified office building adjacent to the mall. Facing the reimagined green space across from Citizens Market, the store reflects the brand’s sophisticated look with a modern twist. Fans will also be able to take part in a bespoke experience, with a master tailor on-site to handcraft everything from suits to leather goods.

This article appears in our May 2024 issue.

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