Warehouse Row is a turn-of-the-20th-century row of eight historic warehouse buildings that was redeveloped 20 years ago as a retail property.  When completed, it opened as a high-end warehouse shopping mall. It was one of a kind, and at the time was a regional destination.

At its inception, the merchants were true warehouse stores and were the predecessor to modern-day outlets. The luxury stores sold seconds, closeouts, overstocks, and catalog items. But the nature of the business eventually changed, and outlet malls were developed in the suburbs of other cities in the region.  Warehouse Row became less specialized and less of a destination.

Atlanta-based Jamestown Properties purchased it two and a half years ago with the intention of redeveloping it again. That’s what we’re doing now, redeveloping it into a new mixed-use property.

Tell me about the rebirth of Warehouse Row.

When Jamestown purchased the property, they took some time to let some leases expire and to make infrastructure improvements. They also did a thorough analysis to determine what the best future use was for it. Jamestown also partnered at that time with Atlanta developer, Michael Phillips.

It’s Michael’s vision to create an assemblage of retail merchants with the re-opening of our old warehouse storefronts to the street. Most recently, the property’s spaces were focused inward with their backs to the street. We’re now turning them around so most tenants will have front door access to either Market or Lindsey Streets, as well as access to the interior atrium.  You’ll now have this row of storefronts marching down the street, much more like a traditional retail setting.

We’re basically turning the property inside out, and for lack of a better term, “de-malling” it. That plays into the new interior design scheme by Revival Studio, a tenant relocating here this fall. The interior was wide, bright and cold, and we are muting it with rich and earthy tones and softer textures.

What kinds of other changes have you made to the look of this place?

The most obvious change will be how our tenants each identify themselves along the building exterior. Our facades now are fairly uniform. Each retailer will get to identify their own space and create their own unique storefront.  We are also increasing accessibility by connecting Market and Lindsey Streets via a motor court between the two buildings.  The former food court remains very active today at lunch and improvements will be made in that space as well.  We are also designing an event hall space that will be available for private functions.

Who is Warehouse Row perfect for? Who fits here?

We’ll have a mix. We’ve already attracted some of the city’s finest boutique retailers, creative works studios and restaurants for the property.  We are actively working this market and others in the region. It isn’t just about filling the building. It is about creating a collection of unique tenants that will have abroad appeal.

Who are some of your current clients?

We have signed leases with Revival, Revival Studio, Amanda Pinson Jewelry, and Embellish. Their build-outs will start within the next couple of weeks.  Public House is here, has been open a couple of months and is receiving a lot of praise. Yves Delorme, the French linens retailer, is one of the building’s original tenants and has a new space on the first floor.  We’re negotiating more leases right now with others, so we expect to have several more announcements in the near future.