Hotel Row

As part of the ongoing revitalization of Atlanta's historic South Downtown, Gentle Works collaborated on the design and implementation of four retail spaces within the historic Hotel Row district on Mitchell Street, including Village Books, Crates Record Store, and two gallery and pop-up storefronts. Conceived as early catalysts for the district's renewal, these small businesses help reintroduce the energy, curiosity, and street life that once defined these downtown neighborhoods. Working closely with the building owner team and individual tenants, we developed a strategy to efficiently design and permit each space within a compressed timeline while responding to the unique character and operational needs of every occupant. The project demanded an approach that could move fluidly between scales—from contributing to the larger vision for the revitalization of Hotel Row to carefully crafting the experience of an individual bookstore, record shop, or gallery. Bold colors and economical interventions distinguish each storefront while allowing the historic architecture to remain the common thread that unites the district. Individually, each space establishes its own identity; together, they contribute to the gradual reawakening of one of Atlanta's most significant historic commercial streets.