Metro Atlanta’s latest food hall concept is bound for an adaptive-reuse endeavor about five miles OTP.

Technically, per the development team, it’ll be a “micro food hall”—and a cornerstone of a project called South End Norcross. It’s expected to add to the array of offerings in Norcross’ historic, growing city center as it aims to stand out from other suburban downtowns.  

Construction is underway at the roughly 1-acre site in the 100 block of South Peachtree Street, near downtown Norcross’ existing restaurants and greenspaces, to create a mix of event venues, new buildings, and adaptively reused structures suited for a brewery, the food hall, and a variety of other uses.

The pint-sized version of KSM and PCM will claim a former engine tech building set back from South Peachtree Street. It’ll be anchored by a barbecue concept called South End Smokehouse, according to real estate consultancy Terra Alma, which has teamed with historic preservationists TileTech Renewal Co. on the project. 

The site plan for South End, as arranged around The Yard space, with the micro food hall claiming a former engine service building at bottom right.Studio SOGO

The engine building was purchased by entrepreneur Luis G. Fernandez, whose other ventures include nearby Mojitos Cuban American Bistro, The Crossing Steakhouse up the street, and three other locations of Mojitos Bistro, officials said this week. Veteran restaurant operator Buzz Schuster (known for a mean brisket) has signed on to manage the BBQ outpost.

South End’s food hall portion is set to open in spring 2024, with other concepts TBD. Terra Alma officials say their efforts to curate local and regional tenants are ongoing.

Buildings on site now include downtown Norcross’ first gas station, which has stood along South Peachtree Street for nearly a century, and two other structures that date back more than 70 years, previously used for manufacturing and warehousing.

South End’s main feature, however, is expected to be centralized gathering space The Yard, with a coffee shop, live music stage, brewery, and tapas joint dotted around it, project leaders have said.

Other notable features: A water tower over The Yard, similar to one that used to loom over downtown Norcross. Nearby, a 1971 Airstream trailer, currently an office, and a 1962 Shasta trailer will be converted to Yard bars. 

The planned look of frontage along South Peachtree Street, with the new water tower looming above.Studio SOGO

The former gas station, now home to CBD store Rose & Hemp, neighbors other signed tenants Butter & Cream, the third location of the Decatur-based ice cream concept, and the fourth location of Refuge Coffee Co.

Deeper into the property, a section of a former tile shop has been removed to extend Skin Alley—a mural-bedecked connection to the northern blocks of downtown—into the South End project. A restaurant or wine bar is expected to take that space, according to Edie Weintraub, Terra Alma’s founder and chief community builder.

The stage is scheduled to start hosting live music, comedy shows, movies, and story time for kiddos this fall.


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