As eagle-eyed readers have recently pointed out, the trend of stacked multifamily residences and other buildings around Centennial Yards could be bound for a row of properties a bit farther south. 

Atlanta-based developer Insignia is promoting plans for tower project called “Noellam” that would claim three vacant properties between 523 and 535 Whitehall St. in the shadow of downtown Atlanta. 

Neighborhood boundaries indicate the properties totaling 1.1 acres are technically in Mechanicsville, just a few yards from Castleberry Hill’s southwestern boundaries. As with Centennial Yards, Clark Atlanta University, Morehouse College, and Spelman College are all within quick walking distance of the sites.

According to Insignia’s website, Noellam is slated to include 155 residences and a retail component along Whitehall Street. Building permit filings from last year indicate the properties would be rezoned from industrial designations to I-Mix, allowing for mixed uses. 

Proposed Whitehall Street frontage for Insignia's Noellam building just south of downtown Atlanta. Insignia

Location of the Whitehall Street sites in relation to Interstate 20, downtown, and AUC schools. Google Maps

We reached out late today to Insignia reps for more information on a potential groundbreaking, retail plans, and whether the planned residential units will be for sale or rent. This story will be updated with any additional details that come. 

Insignia officials told Bisnow Atlanta in May last year Noellam will be a 10-story tower claiming the three contiguous parcels, which are empty save for a 10,000-square-foot industrial building. At the time, Insignia was planning fewer units (144 apartments) with expectations of breaking ground in summer 2025. (Earlier filings with the city indicated the residences would be for-sale condos.) 

Approximate overview of the 523, 529, and 535 Whitehall St. properties in Mechanicsville. Google Maps

Looking northeast toward downtown, the three Whitehall Street properties in question, as of March. Google Maps

Insignia is the same local developer behind Lotus Grove, a proposed $300-million redevelopment of a Doraville Kmart site that broke ground on a residential component along Buford Highway last year. 

That project, situated just outside the Interstate 285 loop, is slated to include a food hall and a 12-story building that would mark the tallest in Doraville, per project officials. 

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