Phipps Plaza, Buckhead’s newly reimagined modern mixed-use development, announces the opening of THE GREEN at Phipps Plaza, a lavish greenspace for outdoor events, dining and entertainment. This 22,000+ square-foot public space is part of the new, modern mixed-use Phipps Plaza redevelopment which includes One Phipps Plaza, Nobu Hotel & Restaurant, Citizens Market, Life Time® luxury athletic club and more. 

To elevate this space located adjacent to the luxury shopping wing, Phipps Plaza launched a partnership with the prestigious Savannah College of Art and Design (SCAD) Atlanta and the university’s innovative in-house creative agency, SCADpro, to commission a vibrant mural and immersive interactive experience.  

“We are thrilled to officially announce the opening of THE GREEN at Phipps Plaza,” said Carrie Hanlon, Director of Marketing at Phipps Plaza. “In an effort to further enhance the outdoor experience, we teamed up with SCADpro in creating an elevated sense of placemaking in the heart of Buckhead. It was clear that a partnership with SCAD would fit naturally and seamlessly into our overall modern mixed-use vision of fashion, art, design and technology—which, combined, further complements the shopper’s experience.” 

Titled Find Yourself On THE GREEN by Professor Kent Knowles, acclaimed local artist and Associate Chair of Fine Arts at SCAD, the 17-foot-tall mural masterpiece illustrates meaningful references and tributes to Phipps Plaza, its retailers and the community through its use of colors, cultural influences, flora and fauna such as Buckhead’s iconic symbol of the buck. As an immersive element beyond the traditional 2D mural, a talented team of SCAD Atlanta students, faculty and alumni from the university’s top degree programs of painting, interactive game design and development, animation, illustration and fashion design collaborated using Adobe Aero’s latest technology to create an augmented reality multi-sensory experience to bring THE GREEN to life in the digital world.  

To experience this digitally augmented realty, visitors use their mobile device to scan the QR code posted near the mural. Once redirected through an app, elements from the mural appear 360 degrees throughout the greenspace and takes the viewer in real time on an augmented journey—transforming THE GREEN into an experience as if one were a part of the mural.

"It’s a pleasure to be part of this ambitious project with Phipps Plaza and SCADpro,” said Kent Knowles, artist, professor and Associate Chair of Fine Arts at SCAD. “At the heart of this initiative is the goal to acknowledge the importance of nature while celebrating new horizons. I’m proud to work with my SCAD colleagues and talented students to marry historical methods of creativity with immersive and engaging technology."

Link to video: https://drive.google.com/file/d/1Ij714k9v2oug-u4hxz0TbQY2NGzng4m2/view?usp=sharing

For more information, visit this website to learn more about Phipps Plaza, a Simon Center.