Seeing the buzz generated by Krog Street and Ponce City markets, the developers charged with refreshing Midtown’s Colony Square have decided something similar should be part of their grand plans. Main & Main, what is being described as an “experience-driven food hall,” will break ground later this year, and its first phase is scheduled to open at some point in 2018.

North American Properties has partnered with Indigo Road restaurant group founder Steve Palmer, who is serving as “chef curator.” Palmer, whose company operates O-Ku Sushi, Oak Steakhouse, and Colletta in Atlanta, will attempt to lure tenants that will create a destination perceived as “curated by chefs for chefs,” according to an official announcement. North American Properties managing partner Mark Toro hopes Main & Main will help Colony Square “re-emerge as a pioneer in the evolution of mixed-use development.”

“We will redevelop its two insular office towers and antiquated food court to become the Midtown community’s go-to dining and entertainment destination, an urban gathering place that engages and energizes the street level and invites people into an immersive, sensory experience,” Toro said in a prepared statement.

Palmer’s research and development has included a cross-country tour of existing food halls in Baltimore; Chicago; Denver; New York City; Philadelphia; and Washington, D.C. In addition to the 12 to 15 planned dining options, Main & Main will boast open-air and interior events spaces, a large green space called “The Grove,” and design elements deemed to be “Instagram-worthy.” The whole thing, covering 220,000 square feet will take over the corner of 14th and Peachtree streets.

A representative for Colony Square tells Eater Atlanta North American Properties isn’t quite ready to announce any committed tenants. There had been rumors that the company was targeting Italian giant Eataly for the Colony Square redevelopment, but it appears the firm has decided to build a homegrown project instead.

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