Fresh images: Momentum Midtown aims to up high-rise rental bar

Beckoning Atlantans to “Live the Momentum,” a block-altering Midtown high-rise residential project is expected to start welcoming its first residents in coming weeks after five years of planning, design modifications, and construction.

Billed as a “comfortably cosmopolitan… architectural icon” that embodies the neighborhood’s ethos, Momentum Midtown marks one of the city’s tallest residential projects to deliver in recent years, with its maximum height of 36 stories.

Toll Brothers Apartment Living, the rental subsidiary of luxury homebuilder Toll Brothers, and development partners PGIM Real Estate broke ground on the project two and ½ years ago between West Peachtree and Spring streets, just north of 10th Street.

First pitched in 2019, the project is bringing 70 total stories of new construction to a Midtown hotbed for high-rise development—both residential and office—right now.  

Amenities beyond the typical pet spa and lounge, coworking rooms, and EV charging stations will include a theater lounge, a catering kitchen with on-demand wine and beer taps, and a 10th-floor hangout with grills, fire pits, a clubroom, and a private dog park.

But the real kicker could be the tallest portion’s 36th-floor rooftop, which is entirely devoted to amenities. Those include a pool and sundeck with cabanas, a game room, private dining space, plus a bar and lounge with sweeping city views.

As with many new intown apartment communities, two months of free rent is being offered as an incentive right now. Beyond that, the least expensive option listed to date is a 500-square-foot studio going for $1,970 monthly.

The priciest option currently available—three bedrooms and two bathrooms in 1,813 square feet—is actually found on the 34th floor. That’ll set renters back $6,530 per month.

Pre-leasing began in April, and the first apartments and penthouses are expected to be ready for move-ins the first week of June, according to project reps.

The taller, 36-story portion facing West Peachtree Street includes 376 luxury rentals ranging from studios to three-bedroom options. A slightly shorter building with 34 stories faces west, toward the downtown Connector. Once finished, the overall project will bring 600 apartments total (640 beds) plus 4,900 square feet of retail and 615 parking spaces to serve both buildings, officials have said.

Toll Brothers acquired the property—about 1.5 acres total—from Comcast Communications for $21 million, per property records. The developer’s initial plans had called for two residential buildings standing 27 and 22 stories, but floors were later added. (Fun history: Part of the site was previously home to a huge transmission tower and other facilities that helped Ted Turner launch legendary network WTBS from Midtown.)

The apartments join an influx of living options in the western blocks of Midtown near the downtown Connector.

Momentum Midtown stands across the street from where Portman Holdings has delivered a 370-unit apartment tower at the northwest corner of Spring and 10th streets, overlooking the downtown Connector. Meanwhile, less than a block away to the north, vertical construction has begun on Rockefeller Group’s 60-story 1072 West Peachtree building, which will deliver 350 more apartments in Atlanta’s tallest new building since the early 1990s.

Toll Brothers officials said last year more than 700 workers had been employed to build the project.

In the gallery above, find more context and preview images for what Momentum Midtown will offer soon.  

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