The grocery store at 725 Ponce de Leon Avenue has been known to Atlanta locals as Murder Kroger since a shooting in the parking lot in 1991. Subsequently several other unrelated deaths on and around the property merely served to cement the name in the Atlanta zeitgeist. But the property, and the neighborhood, are not what they once were. It was our privilege to contribute signs and painted murals to help reimage the property to better reflect this much-improved area of Atlanta.
725 Ponce
- LOCATION Atlanta
- CLIENT Brasfield & Gorrie
The original Kroger was demolished in 2016 to make way for a larger store and the 12-story office tower known simply as 725 Ponce. Cooper Carry and S9 Architecture completely reimagined the site for New City Properties. Their design includes a new 60,000 sq ft grocery store, five levels of parking, and 370,000 sq ft of modern office space with Class-A amenities. The property is directly across the Atlanta BeltLine from Ponce City Market in the up-and-coming Poncey-Highland neighborhood.
New City hired Brasfield & Gorrie to handle the construction, and Brasfield brought us in to execute Airspace’s creative vision for the sign work, traffic circulation, and wayfinding.
Our scope of work included painted signage on the Kroger as well as throughout the parking decks, painted parking level identification colors, freestanding identification signs and wayfinding monument directories, interior and exterior wall signs, hanging parking circulation signs, wall-mounted dimensional letter directories, as well as a complete ADA sign package including door IDs and even elevator button labels.
Exterior Signage
One set of LED illuminated channel letters, 18" deep, with an overall height of 14' and a width of 24'. Faces are white acrylic with translucent blue vinyl, letter bodies are fabricated aluminum. The sign is installed with a continuous wireway to a skeletal steel 'canopy.'
The Ponce be Leon Avenue entry pylon consists of stacked dimensional aluminum letters installed on a pre-existing brick and steel base to an overall height of 32'.
The Campus directory signs consist of four pre-cast concrete slab faces with a cast block on top. The address letters & numbers are debossed and infilled. The body of the sign is overlaid with fabricated aluminum panels bearing individually changeable aluminum tenant slats.
Fabricated aluminum channel letters, 14'x 24', are mounted on the brick wall facing the Atlanta BeltLine.
Fabricated aluminum channel letters are wall mounted over the Atlanta BeltLine Kroger Entrance.
The North Avenue Campus directory signs consist of four pre-cast concrete slab faces with a cast block on top. The address letters & numbers are debossed and infilled. The body of the sign is overlaid with fabricated aluminum panels bearing individually changeable aluminum tenant slats.
Precast concrete monoliths with fabricated aluminum panels, vinyl graphics and ground lighting.
Office Signs
Parking Signs
