ASSEMBLY Atlanta

In collaboration with The Gipson Company and Gray Television, one of the nation’s largest television broadcasters, HGOR recently completed Phase I, having developed a comprehensive master plan for the state-of-the-art studio environment located inside I-285 on MARTA. In 2021, Gray Television purchased the remaining 135 undeveloped acres of the original 150-acre General Motors assembly plant in Doraville, GA. For six decades, the site was dominated by sprawling automobile production buildings and pavement.

Phase I of Atlanta’s largest brownfield redevelopment comprises 50 acres of the property and metro Atlanta’s largest purpose-built film and television studio. This phase features controlled film studios, a four-acre public park and miles of public streets and sidewalks. Public streets surrounding the studio are lined with destination-themed architecture. Additionally, private studio and public streets will be organized around four acres of amenitized space, including a stormwater feature and a public park with a stormwater holding capacity of over 50 acres. The park design includes an interactive water feature, a network of boardwalks and trails, and an open community green space operating as the home for a covered stage for live venues.

Phase I of the Assembly Atlanta and Assembly Studios represents the first phase of a long-term economic and cultural investment in Doraville and Atlanta. An investment that will help the state of Georgia for generations to come.

Once the entire development is complete, Assembly Studios will feature 19 sound stages that are 53 feet tall, the tallest in Georgia, designed to support large-screen film productions, mill space, and production offices, for a broad scope of film and television productions. Further amenities in phase II include production bungalows for film and TV creators, retail and dining establishments, a variety of housing, full-service and boutique hotels, flexible office and event space, and a one-of-a-kind non-denominational chapel.

DESIGN PROCESS

Paving the way in a new sector - cutting-edge film and tv studio environments - HGOR has led the planning for the vision of the mixed-use development, studio complex and detailed public realm design with a focus on establishing a strong mix of adjacent uses, which enhance natural ecological systems, deliver a strong sense of place, and ultimately improve and enrich the lives of Georgians.

From the beginning, the client was on board with creating innovative ways to solve stormwater management. When discussing stormwater amenity feature ponds, the conversation centered around pushing the limit on delivering a value-based investment that would offer an authentic experience and identity of place while providing the stormwater detention function needed, but in an unrecognizable way. The design strategy was conceived on the first day and has remained uncompromised throughout the entire process.

CREATING A MEMORABLE DESTINATION
During the planning process, a notable moment arose when the team identified the need for an iconic element to represent Assembly’s image. The icon intends to draw visitors into the destination - like a pot of gold at the end of a rainbow! Original ideas were presented, with the concept of a video-based vertical object being decided on. When complete, the Iconic Tower will reside in the corner of the park, display relevant content of exciting things happening at Assembly Studios, and be seen from miles away.

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