A rendering shows the new digital signage atop 100 Peachtree, also known as the Equitable building. (Courtesy ZRG)

The iconic “Equitable” logo atop the 100 Peachtree tower will soon make way for what Zeller Realty Group hopes will become another icon – the city’s first digital building-top signage.

The 50-year-old Downtown building is undergoing a revitalization process, including Georgia’s Own Credit Union relocating its headquarters to the 620,000-square-foot tower.

Zeller Realty Group (ZRG) is working with Skanska USA to have the 174-foot-long, LED digital sign installed by early 2019 in time for the Super Bowl. The sign will display Georgia’s Own Credit Union’s logo as well as community-oriented messages promoting local and charitable events.

While the removal of the “Equitable” sign from the former headquarters of the Equitable Life Insurance building will alter the Downtown skyline, Central Atlanta Progress is putting a positive spin on the change.

The current look of the 50-year-old 100 Peachtree building with its iconic Equitable signage.

“As we move towards achieving our vision of creating a diverse and active marketplace for commerce and entertainment in the heart of Downtown Atlanta, digital signage and media will play a key role in supporting this growth and defining Atlanta’s culture and brand,” said AJ Robinson, president of Central Atlanta Progress, said in a statement. “This cutting-edge, digital building-top sign is the first of its kind in Downtown Atlanta, and aligns perfectly with the goals and objectives of the newly formed Arts and Entertainment District. I look forward to seeing how community organizations and Georgia’s Own Credit Union use this digital experience to connect with the community and welcome visitors to our wonderful city.”

Another rendering of the new digital sign atop the 100 Peachtree building. (Courtesy ZRG)

Along with the new signage, ZRG is working with design firm Gensler to redesign 100 Peachtree’s amenity spaces. The lobby will transform into an “artful, inviting experience, with new outdoor gathering spaces, soft seating, an interactive screen and public art installations,” according to a media release about the project. The 18th floor will become an “amenity hub” with a state-of-the-art conference center, tenant lounge, collaboration spaces and an upgraded fitness center. Renovations on the lobby and amenity floor will begin this summer.

The building will also provide complimentary Wi-Fi not only to tenants, but to Woodruff Park as well. There will also be regular community events, including  weekly live music in the outdoor gathering space provided by the Rialto Theatre.

Along with Georgia’s Own Credit Union’s, which will celebrate its 85th anniversary next year, 100 Peachtree is also the new home of The Boston Consulting Group.

Collin Kelley

Collin Kelley has been the editor of Atlanta Intown for two decades and has been a journalist and freelance writer for 35 years. He’s also an award-winning poet and novelist.