ATLANTA—A $600 million resort-inspiredmixed-use project has been approved forAlpharetta. Dubbed Avalon, its developer is positioning the projectas the first experience center—a place where high-end retail,restaurant, residential, office, hotel and public spaces cometogether—in the Southeast. Avalon is expected to open in Oct.2013.

North American Properties received keyapprovals to develop the project on Monday night. The firm’s visionis based on the belief that customers have changed the way theyspend their free time and disposable income—and retailers need todeliver a lifestyle brand experience in order to compete in thee-commerce age.

“Alpharetta is an affluent community and locals want and deservea luxury shopping experience they can’t currently find in theSoutheast,” Mark Toro, managing partner at NAP,said Monday night after the Alpharetta City Council approved theproject. “We are thrilled that the Alpharetta community hasembraced our vision for Avalon.”