The striking Midtown proposal known as EVIVA Peachtree has ranked among Atlanta’s most anticipated high-rise concepts since Obama had three years left in office.

And now it’s officially not happening. At least not in its envisioned architectural form.

At the corner of Peachtree and 6th streets, developers The Integral Group have reopened the site where the 32-story apartment tower designed by Perkins + Will was supposed to rise.

Crews this week took down longstanding fencing around the edge of the high-profile surface parking and tossed it in a Dumpster, as What Now Atlanta first reported.

Since 2016, banners ringing the site had promised “World-Class” location, views, and amenities “Arriving Early 2018.” Now midway through 2018, the signage was beginning to look a bit ridiculous.

The timeline for development looks substantially longer now, but Integral still sees a bright future for the corner property. They’d filed for construction permits back in 2014.

“In light of the robust job creation and population expansion in and around Midtown, specifically Tech Square, we are taking the opportunity to re-evaluate certain aspects of the project,” an Integral rep wrote in an email to Curbed Atlanta. “We strongly believe the EVIVA Peachtree site remains one of the best on the Peachtree corridor and look forward to delivering a world-class development at this location.”

Developers (and development wonks) had hoped EVIVA would be an architectural jewel on Peachtree’s so-called Midtown Mile.

Integral officials anticipated commanding some of Atlanta’s highest rents per square foot, by way of exceptionally big balconies, a large amenity deck with saltwater pool, unobstructed downtown views, and a mix of retail at the street.

As conceived, the tower would have stood 360 feet tall, substantially shorter than its neighbor to the north, Viewpoint (501 feet tall).

The design, though, even in earliest rendering stages, promised to be impressive—or as Integral head Egbert Perry put it four years ago, “iconic.”

In memoriam: