Understanding place is a significant win for any brand, and I for one want to feel a sense of ownership over the shops I frequent.
The 3 different apartments I have lived in since moving to Atlanta in 2010 have all been within a 3 block radius of the corner of 5th and Myrtle. Midtown is a vibrant area of the city with plenty to offer. The sidewalks and mixed usage make it a neighborhood that is hard to leave. You just can’t beat a good walk up through “the park” over to Trader Joe’s for some goodies. Double points if you checkout in the Piedmont lane. From the High Museum to Grady High School, and from the Fox to Fed, the the assets of Midtown cover an impressive spectrum.
If I could change anything about Midtown, I would (probably hypocritically at some level) want less corporate enterprise and more local establishments. While there is diversity of utility, there seems to be a lack of diversity in stage of companies. L&M Service Market, Empire State South, and Sig Samuels are great examples of places that have their unique mix of age, personality, and charm. Most of the businesses around this area do not fall into that category. Don’t get me wrong, I love Five Guys and Krispy Kreme for sure, but I would trade most of the chain stores and restaurants for ones that felt more inspired and contextualized.
Understanding place is a significant win for any brand, and I for one want to feel a sense of ownership over the shops I frequent. It’s always been a goal of mine to be a “regular.” Midtown is full of opportunity and empty storefronts just waiting for those businesses looking to establish a local following against the cookie cutter, big box brands. And that’s a Midtown that I would be proud to show off and parade around.