Swanky new Stella at Star Metals tower inks deals with more retailers

In another sign the tide could be turning in neighborhoods near the Howell Mill Road corridor following a spate of restaurant and retail closures, leasing momentum is continuing for commercial spaces at a new landmark mixed-use tower in the district.  

Allen Morris Company officials today announced the Stella at Star Metals building has signed a mix of local and regional brands—skincare studio Skin Laundry, wellness eatery and juice bar Kale Me Crazy, and beauty concept Peachy—to join the roster of non-residential offerings at the 660 11th St. property. 

All three concepts are expected to open along 11th Street in the fourth quarter of this year. 

“We want residents of the district to have more to do than just eat, given the recent restaurant closures in the area,” said Spencer Morris, Allen Morris president, in today’s announcement. “These additions ensure our community has diverse, engaging options at their doorstep.” 

The retail signings come after last month’s announcement the 22-story Stella building will also be home to two sit-down, food-and-beverage concepts: Rabbit Ears, a cocktail lounge, will operate in a soaring space on the 18th floor with city views; meanwhile, northern Italian restaurant concept Füm will take space at Stella’s base. Both concepts will be operated by Grassfed Culture Hospitality, a Michelin-recognized firm, and residents of the Stella building will have priority access, according to Allen Morris officials. 

The 327-unit Stella building is considered the residential centerpiece of the Star Metals District, which is expected to eventually cost $1.5 billion and span 12 acres. 

But the Stella tower, the tallest across West Midtown, isn’t a traditional apartment complex. Denver-based Sentral—a growing property management company that operates multifamily buildings with both furnished and unfurnished units inspired by luxury hotels—recently added the building to its flex-living portfolio in Atlanta. 

Sentral’s flex apartments offer short-term rental options for travelers, digital nomads frequently switching cities, and longer-term residents. Stella at Star Metals will mark Sentral’s second community in Atlanta, following the Sentral Star Metals multifamily building located a block to the west. Up to eight weeks of free rent is being offered on some Stella apartments.

Otherwise, Stella rents start at $1,699 per month for 482-square-foot studios. The priciest plans currently offered begin at $6,600 monthly, which rents two bedrooms and two bathrooms in 1,326 square feet on the 18th floor. 

Building amenities include an infinity-edge pool, a gym (with an outdoor component) curated by Peloton, a pet spa, screening room, and in-home dining options from Füm. In-home perks include Italian cabinetry, double-slider patio configurations for indoor-outdoor living vibes, and with penthouses, built-in dry bars and wine refrigerators, per Sentral reps. 

Eventually, the Stella building is expected to work in conjunction with a cluster of new buildings with an “urban forest” feel and large plaza space across three additional Star Metals phases.  

Another key addition will be Ladybird at Star Metals, planned as a leafy, largely open-air, adaptive-reuse complex tucked just east of Howell Mill Road in the Marietta Street Artery neighborhood. Ladybird is expected to consume a full 1-acre parcel for several years as future phases are planned. 

No timeline for Ladybird’s construction or opening has been specified, but Allen Morris officials have said it will anchor the district’s next phase of growth. 

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