IMC launches Atlanta NEXT growth initiative
International Market Centers (IMC) launches Atlanta NEXT, a multi-stage capital and strategic investment plan to transform the AmericasMart Atlanta business through enrichment of all categories and improvements to all buildings at its 7.2 million square foot campus in downtown Atlanta.
Stage 1 begins with Home Category enhancements including a dramatic renovation of the Building 1 lobby; remerchandising of the home décor and open daily resources; and strategic coordination with the Atlanta Decorative Arts Center (ADAC).
“IMC is making investments to elevate the market experience and deliver more value to our customers,” said Bob Maricich, CEO of IMC. “This multi-stage plan begins with the home décor category. Initiatives supporting our gift and apparel offerings are also in development and will be announced soon.”
Building 1 Lobby
IMC’s complete remodel of the Building 1 lobby creates an efficient arrival experience for buyers and exhibitors during market and year-round. The new two-story lobby features flexible lounge, meeting and work spaces; newly configured registration areas; premium showroom space; and digital signage offerings – all connected via a new escalator to the second floor.
Improved amenities include a new full-service restaurant and a new grab-and-go café to supplement the existing Starbucks café. At the street level, the redesign creates a seamless entry experience from Peachtree St. and John Portman Blvd. by removing elevation changes in the lobby and adding outdoor lounge spaces and digital signage. The new lobby design is by ASD | Sky.
IMC is also re-merchandising and rebalancing its Building 1 home décor showrooms to create a more effective, efficient experience for buyers. Improvements include further integrating rug merchandise into the home décor offerings, consolidating open daily showrooms on consecutive floors and creating a cross-category lifestyle remerchandising of showrooms.
In support of the redesign, IMC will add a new reception desk to welcome designers and assist in finding what they need; streamline the registration process; and present a full slate of events throughout the year.
To improve the designer experience at AmericasMart IMC will collaborate with ADAC. The sister design centers will share complete details soon.
Changes to the Building 1 lobby will begin immediately after the Summer 2019 Market with major updates completed by Winter 2020. The final lobby reveal is slated for Winter 2021. Specifics related to future phases of the Atlanta Next transformation, including enhancements to Buildings 2 and 3, will be announced in the coming months.
For more information, visit www.americasmart.com/atlantanext.