A long-empty corner in downtown's northern blocks now has a picture attached to it.
Atlanta-based BCA Studios Architects has shared renderings showing how a dual-branded hotel project could look and function at 524 West Peachtree St., on the tight .46-acre parcel between Emory University Hospital Midtown and the Connector.
Two flags, one building
According to BCA Studios, the project would pair Georgia's first Motto by Hilton with a TownePlace Suites by Marriott, the two operating independently under one roof. Plans call for 381 rooms total, a rooftop restaurant, and a coffee shop at street level.
The parking numbers are worth noting. A Special Administrative Permit filing from last year indicates the project would include just 19 onsite parking spaces, against 384 that zoning would allow. Parking decks sit next door and across the street in both directions, including the 3,000-space garage directly north that city planners once called beautiful before it opened in 2021.
A decade of pitches
Hotel uses have been floated for this corner for about ten years. The 1920s Rosser Building was demolished on the site more than six years ago, and nothing has replaced it.
Building permit filings show no activity since September, when the current proposal first came to light. Developer Horizon Hospitality has not yet outlined a construction timeline.
The neighbors
Immediately west stands Baltimore Block, a row of 1880s landmark buildings regarded as Atlanta's first apartments, which gives this stretch of West Peachtree an unusually sharp contrast between preserved 19th-century fabric and vacant land.
BCA Studios keeps offices in Atlanta and Gainesville, with a portfolio heavy on Sunbelt hospitality work, including multi-brand high-rise hotels of the kind proposed here. Whether this one moves past renderings is the open question on a site that has generated plenty of them.
Original reporting by Josh Green for Urbanize Atlanta, published March 2025.