Elliston Place district to get major apartment building

Giarratana-led development to front Centennial Park, replace Athlon Sports building

The past 10 years have seen significant construction of multi-unit residential buildings in the fast-changing West End Park district located on the west side of Centennial Park.

Now veteran developer Tony Giarratana — seeing a need for such housing on the east side of the city’s pre-eminent green space — is preparing to bring a major project to 25th Avenue North, two blocks north of West End Avenue.

The project will be called Park 25 and covers a roughly 1-acre lot bordered by Brandau Street, Reidhurst Avenue and 25th. The eight-story, 200-unit upscale project will rise less than two blocks from Southern Land’s Elliston 23, currently under construction. Ground is expected to be broken next spring.

Giarratana Associates LLC has formed Park 25 LLC with Atlanta-based North American Properties to acquire and develop the property. Athlon Sports Communications, which has long operated from an existing building on the site, is selling and will move. The deal is slated to close on Oct. 21.

Giarratana declined to comment for this story.

Atlanta-based architect Niles Bolton Associates is designing Park 25, the exterior of which will combine primarily brick and stucco. Niles Bolton also handled architectural work for the multi-building Belle Meade Court, which Giarratana co-developed. No price tag has been given.

The property is located no more than five blocks from Vanderbilt University, HCA Holdings’ headquarters, various health care facilities and the Centennial SportsPlex. It will not require a zoning change to accommodate Park 25.