A landmark building on Atlanta’s signature street is set for an injection of new retail in advance of major events on the horizon downtown.

Hospitality company 200 Peachtree Group today announced that a brewery and “eatertainment” concept have signed on to lease a collective 20,000 square feet of space at the 200 Peachtree building, with a goal of lassoing crowds heading downtown for the 2025 College Football Playoff National Championship, 2026 FIFA World Cup, and other events.

The “major” signings (both Nordic-themed) also address a need in the downtown area for the resurgent, post-COVID tourism and convention market, 200 Peachtree Group officials believe.

At 15,000 square feet, the largest space will go to Valhalla Social, an eatertainment concept capable of seating 300 people. It’s described as “a drinkery, eatery, and entertainment hall complete with axe throwing, pool tables, shuffleboards, basketball, skeeball, foosball, ping-pong, darts, more.” The schedule calls for opening in either spring or summer next year.

200 Peachtree's recognizable, Shutze-designed facade Google Maps

Just below Valhalla, in a 5,000-square-foot space, craft brewery SKOL Brewing Company is expected to open sooner, either this coming fall or winter, with about 90 seats.

Expect eight in-house craft beers on draft and a menu by chef Rich Rosendale, who operates other concepts at 200 Peachtree.

The brewery’s website promises “bad decisions coming late 2023.”

As designed by Atlanta-based CNNA Architects, both concepts will be configured in a way that allows them to be joined together, allowing for a max capacity of 750 people for large events.

“The downtown Atlanta area is being reimagined,” Drew Tull, 200 Peachtree Group’s president and managing partner, said in the announcement. “The area is booming with new investments as Atlanta prepares to be put in the biggest spotlight since the 1996 Olympics.”

The backside of the building along Carnegie Way, with an entrance to downtown’s Harry Potter experience near Atlanta Streetcar tracks. Google Maps

Home to ballrooms, bars, event spaces, a new “intimate” restaurant, and other concepts, 200 Peachtree was designed by famed Atlanta architect Philip T. Shutze and built in 1927 as Davison’s flagship store.

The building’s last department store shuttered in 2003, but 200 Peachtree bounced back following an extensive renovation about a decade ago.


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