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Perimeter Mall

Perimeter Mall is a premier enclosed in , just north of , offering over 150 upscale retailers, dining options, and entertainment venues across more than 1.5 million square feet of gross leasable area. Opened in 1971 as one of the region's first suburban malls, it serves as a key retail hub in the affluent Perimeter Center area, accessible via Interstate 285 and 400, and is owned and managed by . As the second-largest mall in after the , it anchors a vibrant commercial district with major department stores including —the largest in —Macy's, Dillard's, and . The mall's development marked a significant expansion of retail beyond Atlanta's urban core, built on a site previously occupied by farmland and designed to cater to the growing suburban population in DeKalb County. Initial anchors included Rich's (later Macy's) and JCPenney, with major expansions in the 1980s, 1990s—including Nordstrom in 1998—and 2000s enhancing its status as a luxury destination. A major renovation in 2017 introduced modernized interiors. As of 2025, Perimeter Mall features high-end brands like Apple and Sephora, alongside casual dining from chains such as The Cheesecake Factory and Shake Shack, while ongoing developments in the Perimeter area integrate it into a mixed-use ecosystem with hotels, apartments, and green spaces, including recent additions like POP MART.

Overview

Location and Accessibility

Perimeter Mall is situated at 4400 Ashford Dunwoody Road in , with geographic coordinates of approximately 33.9237° N, 84.3410° W. The mall occupies a central position in the Perimeter Center business district, a major commercial hub in characterized by extensive Class A office space totaling over 33 million square feet. Its location provides excellent highway accessibility, lying directly adjacent to the interchange of Interstate 285 (the Perimeter) and , facilitating easy regional connections for shoppers from across the metropolitan area. Public transit options include the (MARTA) Red Line, with the Dunwoody station—opened on June 8, 1996—located about a 16-minute walk away and offering direct rail service to and Hartsfield-Jackson International Airport. Additionally, multiple bus routes connect the station to the mall, enhancing pedestrian and transit integration. The mall features extensive parking facilities, including over 7,000 spaces across surface lots and multilevel garages constructed during prior expansions to accommodate growing visitor volumes, with paid in approximately 300 prime spaces near the entrance since November 2024. It is surrounded by a mix of urban amenities, including prominent office parks that form the backbone of Perimeter Center's economy, the "Pill Hill" healthcare district with major hospitals such as Northside Hospital and Emory Saint Joseph's, and affluent residential neighborhoods that contribute to the area's vibrant community fabric.

Key Statistics

Perimeter Mall spans a total gross leasable area of 1,564,046 square feet, making it one of the largest shopping centers in the metropolitan area. As of 2025, the mall features over 150 stores and restaurants, including a mix of specialty retailers, dining options, and services. It is anchored by four major department stores: , , , and . The property was originally constructed in 1971 and underwent a significant renovation in 2017 that modernized its interior spaces and enhanced its appeal to shoppers.

History

Opening and Early Development

The development of Perimeter Mall began in the late 1960s when The Rouse Company, a prominent Maryland-based developer known for innovative suburban shopping centers, acquired land in the Dunwoody area of DeKalb County, Georgia, for the project. Initial planning involved a joint venture with Atlanta-based Rich's Incorporated and JCP Realty of New York, aiming to create a regional mall outside the I-285 perimeter highway to serve the growing north Atlanta suburbs. The site, spanning approximately 100 acres along Ashford Dunwoody Road, was selected for its proximity to emerging residential communities and accessibility via the newly completed interstate. Perimeter Mall officially opened on August 11, 1971, marking it as the first major shopping center in located beyond I-285 and the fourth mall in DeKalb County. The two-level enclosed mall debuted with anchor stores Rich's—a three-level, 280,000-square-foot on the south end—and J.C. Penney, a two-level, 186,100-square-foot retailer on the north end—alongside around 80 inline specialty stores. At opening, the facility encompassed approximately 750,000 leasable square feet, featuring a modern design influenced by contemporary suburban malls like , with open courtyards, escalators connecting levels, and a focus on family-oriented retail. In its first decade, Perimeter Mall significantly boosted the local economy in Dunwoody and the surrounding Perimeter Center area by creating thousands of jobs in , services, and , while accelerating suburban . The mall's arrival spurred residential development and growth, with over 3.2 million square feet of commercial buildings added within five years, transforming the formerly rural farmland into a bustling commercial hub. This early success established Perimeter Mall as a catalyst for regional prosperity, drawing shoppers from across north and laying the foundation for Dunwoody's evolution into a key suburban employment .

Major Expansions and Renovations

The first major expansion of Perimeter Mall occurred in 1982, when a $20 million West Wing was added, anchored by a three-level Davison's department store spanning 233,000 square feet. This project increased the mall's total leasable area to over 1 million square feet and included a new food court, enhancing its capacity to serve the growing suburban population around Atlanta. Davison's, an Atlanta-based division of R.H. Macy & Co., rebranded as Macy's in 1985 following the corporate merger. In 1987, a 94,500-square-foot Rich's Furniture Showroom was added, bringing the total Rich's space to 334,000 square feet and the mall to 1.446 million square feet. In 1998, another significant addition came with the opening of on February 20, marking the retailer's first location in the and comprising 230,000 square feet over three levels. This $20 million extension to the West Wing elevated the mall's profile as an upscale destination, drawing higher-end shoppers and contributing to a total gross leasable area exceeding 1.4 million square feet. The early 2000s brought anchor tenant shifts, including the 2003 conversion of the original Rich's to and the adjacent (formerly Davison's) to following the Federated Department Stores merger with Macy's. JCPenney closed in due to underperforming sales. The vacated space was demolished, and in 2005, a new two-level store opened in its place, refreshing the mall's retail mix without altering the overall footprint. closed in March 2012 and was replaced by in 2015. Ownership transitioned during this period; , the mall's original developer, was acquired by General Growth Properties in 2004 for $7.2 billion, transferring control of Perimeter Mall to the Chicago-based firm. later assumed full ownership in 2018 through its $9.25 billion acquisition of General Growth Properties. Interior updates in the focused on modernization. In 2013, the underwent a complete redesign, incorporating new seating, updated décor, and the addition of to improve functionality and appeal. From 2015 to 2016, a multi-phase project, funded by the owner, introduced ceramic flooring, energy-efficient lighting, contemporary seating areas, refreshed restrooms, and enhanced signage throughout the common areas, aiming to create a more inviting, outdoor-like atmosphere within the enclosed space. Recent minor refreshes have supported new tenant arrivals. In late 2024, opened its first store at the mall, involving localized updates to the space. Similarly, a new Store debuted on August 29, 2025, with accompanying store-specific renovations, including interactive displays in a 2,100-square-foot space on the second level near . These targeted improvements align with ongoing efforts to maintain vibrancy amid evolving trends.

Physical Characteristics

Architecture and Layout

Perimeter Mall employs a two-level enclosed characteristic of mid-20th-century suburban centers, with the primary spanning both levels and stores featuring multi-story configurations for enhanced vertical space. The internal revolves around a central corridor that extends into distinct wings, facilitating efficient navigation for shoppers; key areas include the wing on the second level and multiple access points via store entrances. The is centrally positioned on the first level, serving as a communal hub surrounded by quick-service dining options and connected to the main thoroughfare. The mall's aesthetic reflects a modern suburban style, updated through a comprehensive led by Architecture Design Collaborative, which transformed the interior to evoke an open-air while maintaining enclosed comfort. This includes the use of contemporary materials such as stone columns, finishes, OmegaLite panels, and LongBoard accents on storefronts to mimic exterior facades, complemented by luminous color palettes that replace earlier dim and monotone elements. Skylights and elements contribute to natural illumination along the corridors, while escalators within anchor stores provide vertical circulation between levels. Aesthetic enhancements, including custom lighting installations like the "Cloud" translucent panels and "Wave" linear fixtures introduced during the 2014–2017 upgrades, brighten transitional spaces and bridges, creating an energetic ambiance. Accessibility features are integrated throughout the design to support diverse visitors, with elevators available in anchor stores for level transitions and family restrooms located in the on the first level. The mall adheres to Americans with Disabilities Act (ADA) standards, ensuring compliant pathways, ramps, and restroom facilities as part of its post-renovation infrastructure. Surrounding the core structure, multi-level decks—including a dedicated garage behind —provide extensive vehicle accommodation, with approximately 300 paid premium spaces near the main entrance (introduced November 2024) and free elsewhere, seamlessly connecting to the mall via covered walkways and direct entrances. The site integrates with adjacent mixed-use developments, such as , a walkable community featuring residential, office, and retail spaces that enhance pedestrian connectivity to the mall area.

Facilities and Amenities

Perimeter Mall provides comprehensive guest services to assist visitors, including an information desk located within the Security Office for general inquiries and directions. Lost and found operations are also managed through the Security Office on the lower level near the wing, where items can be reported or retrieved. Stroller rentals are available for families, offered at the upper level wing and lower level center court to enhance convenience during shopping. Safety and security at the mall are prioritized through a dedicated on-site security team, accessible via the Security Office at 770.394.5591, with supported by License Plate Reader (LPR) technology deployed for and assistance. The mall maintains emergency protocols that direct visitors to contact security immediately for medical emergencies or incidents, ensuring coordinated responses with local authorities like the Dunwoody Police Department. Entertainment options focus on seasonal and community events rather than permanent play structures, as the mall does not feature a dedicated children's play area. spaces, such as the lower level wing, host activities like Photos with Santa and pet photo sessions from November to December, providing family-oriented experiences during holiday periods. Additional visitor perks include complimentary coverage throughout all common areas, facilitating connectivity for shoppers. Valet parking is offered at the main entrance for added convenience, operating during mall hours.

Retail Composition

Anchor Tenants

Perimeter Mall's anchor tenants as of 2025 consist of four major department stores: , , , and , which collectively occupy over 1 million square feet and anchor the mall's upscale retail environment. , spanning approximately 334,000 square feet across three levels, serves as a flagship location offering extensive apparel for men, women, and children, along with jewelry, , home furnishings, and in-store services like optical care. This store traces its roots to the original Rich's anchor that opened with the mall in 1971, acquired by Federated Department Stores in 1976 and rebranded as in 2005, and the Davison's addition in 1982, acquired by R.H. Macy & Co. and rebranded as in 1986, with Macy's later merging into Federated in 1994. Dillard's, occupying about 267,000 square feet on three levels since its opening in 2005, features a full range of family apparel, shoes, accessories, , and home fashions with an emphasis on Southern-style . It replaced the original JCPenney anchor, which had operated from the mall's 1971 debut until its closure in 2000. Nordstrom, a 230,000-square-foot three-level store that debuted in 1998 as the retailer's first Southeast location, provides premium apparel, shoes, accessories, and beauty products, enhanced by unique in-store amenities such as the Ebar coffee bar, Ruscello Italian café, and shoe shine services. Von Maur, encompassing roughly 222,000 square feet across three levels since its 2012 opening, emphasizes brand-name merchandise in an open, attractive design with perks like free gift-wrapping and year-round shipping; it replaced the short-lived , which operated from 2003 to 2012. These anchors have historically evolved to sustain the mall's , with changes like the JCPenney-to-Dillard's and Bloomingdale's-to-Von Maur reflecting adaptations to retail trends. Under ' ownership since 2018, the leasing strategy prioritizes these upscale department stores to drive foot traffic, achieving 90% of pre-pandemic levels by 2022 through their draw for affluent shoppers in the surrounding 33 million square feet of Class A .

Specialty Retail and Dining

Perimeter Mall features over 150 inline specialty stores, offering a diverse mix of , accessories, and lifestyle retailers that complement its anchor tenants. Notable recent additions include , which opened in 2023 as the brand's first location in , spanning approximately 8,300 square feet and focusing on women's and men's apparel. Similarly, debuted in 2023, providing eyewear and optical services on the second level. , a activewear brand, operates on the same level, to fitness enthusiasts with customizable apparel options. The Store, a family-oriented retailer, opened on August 29, 2025, in a 2,100-square-foot space on the second level near , emphasizing interactive building experiences and exclusive sets. Dining at Perimeter Mall encompasses a vibrant on the first level, featuring quick-service chains such as , , Pei Wei, and , which provide casual options for shoppers seeking convenience. Sit-down restaurants add variety, including , which opened in 2000 and remains a popular destination for its extensive menu of and over 30 varieties. Other full-service venues include for Italian fare, for Asian-inspired dishes, for gourmet burgers, and for upscale steakhouse dining, all located along the mall's streetscape. Entertainment options emphasize family-friendly retail experiences rather than dedicated cinemas, with stores like the newly opened on the second level allowing visitors to create custom stuffed animals. The LEGO Store further supports this focus through hands-on play areas and events designed for children and collectors alike. Pop-up events and seasonal activations, such as holiday workshops, occasionally enhance the vibrancy of these spaces. Under ' management since 2018, Perimeter Mall has pursued a leasing in the to introduce fresh brands amid evolving dynamics, resulting in foot traffic rebounding to 90% of pre-pandemic levels by 2022 and continued additions like the 2025 opening to sustain appeal. This approach has helped maintain low vacancy rates, aligning with Atlanta's regional vacancy of 4.4% in Q2 2025.

Significance and Events

Economic and Community Role

Perimeter Mall serves as a cornerstone of the Perimeter Center's commercial ecosystem, contributing significantly to the local economy through activity that bolsters and revenues. The broader Perimeter Improvement Districts (PCIDs), where the mall occupies a substantial portion of the 1.57 million square feet of space, supported businesses responsible for $14.15 billion in total sales and $11.51 billion in total earnings as of 2021, across high-wage sectors including . These efforts generate notable fiscal benefits. The surrounding Perimeter area, recognized as the largest office submarket in the Southeast, amplifies the mall's role in sustaining economic vitality. As a catalyst for suburban Atlanta's expansion since its opening in the 1970s, Perimeter Mall has driven exponential development in the Perimeter Center, transforming it from a nascent commercial zone into a bustling hub of mixed-use projects. The mall's presence has spurred nearby initiatives, such as the $2 billion High Street development in the 2020s, a 36-acre transit-oriented district located directly across Perimeter Center Parkway, which integrates retail, residences, offices, and entertainment to foster walkable urban living. This growth reflects the mall's influence in attracting investment and population influx, contributing to the area's evolution into a revitalized 24-hour community with surging residential and commercial redevelopment. The mall actively engages the community through seasonal programs and inclusive initiatives that promote local participation and support. Annual holiday events, including Photos with Santa from mid-November to late December and a $5,000 Holiday Wishes giveaway distributing ten $500 gift cards, create festive gathering opportunities for families. Year-round discounts for educators, students, military personnel, and first responders—known as Heroes & Scholars offers—extend benefits to key community groups, enhancing accessibility and goodwill. These efforts, alongside pet-friendly holiday activities, strengthen social ties in Dunwoody and surrounding suburbs. In response to the rise of , Perimeter Mall has adapted by emphasizing experiential to differentiate from online competitors and draw foot traffic. A major renovation transformed the traditional enclosed space into a modern, open-air-like destination with family-oriented attractions, aligning with trends toward immersive shopping environments. Recent expansions incorporate over 150 stores focused on and dining, capitalizing on consumer demand for blended experiences that extend beyond mere transactions. Looking ahead, Perimeter Mall is poised to integrate with 2025 regional developments in the Central Perimeter submarket, where office conversions and expansions are projected to outpace new construction, revitalizing underutilized spaces. Notable activity includes record leasing of 223,000 square feet in early 2025 for corporate relocations like and , part of broader mixed-use projects that enhance connectivity to the mall's retail core. These initiatives signal sustained economic momentum, with ongoing redevelopments like office-to-residential conversions at sites such as 64 Perimeter Center East supporting a more diverse, integrated urban fabric.

Notable Incidents and Media

On April 24, 1990, James Calvin Brady, a 31-year-old man recently released from a mental hospital, entered the at Perimeter Mall dressed in a grey business suit and carrying a , where he randomly fired a .38-caliber into a lunchtime crowd, killing one man and wounding four others before surrendering calmly to outside the mall. Brady was charged with one count of and four counts of aggravated , and subsequently committed to a state mental hospital. The incident heightened safety concerns at the mall during the 1990s, prompting broader discussions on security in public spaces, though specific enhancements at Perimeter Mall were part of ongoing renovations that improved overall safety measures. In May 2020, amid protests following the killing of , Dunwoody police escorted over 150 vehicles away from the mall to prevent potential , turning away from the premises without incident. On December 3, 2022, during the holiday shopping season, shoppers were evacuated from the mall following unconfirmed reports of an armed gunman near , though no threat was found and the area was secured by police. These events, along with a 2023 shooting in the that injured one person, have occasionally disrupted operations but underscored the mall's evolution into a modern family destination with robust security protocols under management. Perimeter Mall has served as a for several productions, enhancing its cultural footprint. The 2024 film Red One, starring , featured the mall's interior for a key Santa meet-and-greet scene. Earlier, the 2015 comedy utilized the mall's lively atmosphere for school and shopping sequences. Dunwoody's promotion of the area as a versatile filming hub has highlighted Perimeter Mall's role in attracting projects to . Positive media coverage has also spotlighted recent developments, such as the August 29, 2025, grand opening of a new 2,100-square-foot , which drew long lines and buzz among families and collectors for its interactive displays and exclusive promotions. The event reinforced the mall's status as a go-to family spot, with local outlets praising the addition as a vibrant enhancement to its retail offerings.

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