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The Collection debuts

Ceremony marks mall's rebranding

POSTED: April 18, 2013 5:34 p.m.
Alyssa LaRenzie/

An entertainer performs while the South Forsyth High School jazz band plays for a crowd Saturday during a rebranding ceremony at The Collection at Forsyth, formerly The Avenue Forsyth.

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Formerly known as The Avenue-Forsyth, a popular shopping center celebrated its new name and ownership with a rebranding ceremony Saturday.

Chad Lund, managing partner for the Core Property Capital, welcomed the crowd to The Collection at Forsyth from center stage in the mall’s atrium.

The company’s management team lives locally and aspires to make the outdoor shopping center “the heart of Forsyth,” Lund said.

“This is a community,” he said. “That’s why it’s The Collection at Forsyth.”

The name change came about as a result of the mall’s sale in November.

Atlanta-based Core Property Capital and an affiliate of Starwood Capital Group, a leading private investment firm, together bought the 565,075-square-foot, mixed use outdoor retail center from Cousins Properties, which had owned the site since it opened in 2008.

Located off Peachtree Parkway at Ga. 400’s Exit 13 in south Forsyth, the mall is home to a variety of retailers and restaurants, as well as the Children’s Healthcare of Atlanta at Forsyth location.

Saturday, the main stage featured a spring collection fashion show, since the new name is in part inspired by designer’s collections in fashion meccas such as New York City, said co-host Adam Komesar.

The celebration also included the South Forsyth High School jazz band, a performance by Isabelle, a 2013 American Idol top 20 finalist from Alpharetta, children’s activities and giveaways.

 

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