ATLANTA-A new W hotel is coming to the Buckhead section of the city with the $100-million redevelopment of the Crowne Plaza on Peachtree Road. Noble Investment Group is developing the property under the Starwood Hotels & Resorts Worldwide brand.

A spokeswoman for Noble tells construction is slated to begin in December. W Atlanta-Buckhead will open its doors in summer 2008.

“As one of the country’s 10 most affluent communities, Buckhead provides guests with a wealth of entertainment options, including world-class shopping and proximity to Atlanta’s most popular attractions, making it a perfect fit for the W brand,” Ross Klein, president of Starwood’s Luxury Brand Group, says in a statement.W Atlanta-Buckhead will feature 291 upgraded rooms and suites, a rooftop bar, a Sweat workout facility, and approximately 7,000 sf of meeting space. Thom Filicia is designing the project as part of a new brand partnership with W Hotels.

“We are excited to make yet another significant investment in Atlanta, our hometown and headquarters. Along with our $96-million W Atlanta-Midtown, which will open in the spring of 2008, the W Atlanta-Buckhead will be a significant addition to the vibrant city that has been underserved by true stylistic, modern luxury hotels,” Noble’s CEO Mit Shah says. “The dramatic redevelopment of one of the most strategic and desirable real estate addresses in Buckhead will also provide us the opportunity to add approximately 350,000 sf of W branded residences and ancillary amenities adjacent to the project at a later date.”

Last summer, a joint venture of Noble Investment Group and Boston-based AEW Capital Management LP acquired the 467-room Sheraton Colony Square hotel in Midtown for $48.5 million with plans for a $50-million renovation to convert the landmark hotel into W Atlanta-Midtown, as previously reported. The hotel is located at Peachtree Road and 14th Street, adjacent to Piedmont Park. The 28-story hotel is part of a mixed-use development and sits across the street from the new 670,000-sf Hines office tower.

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