Reinventing 100

Design students tap into Georgia State Centennial to help rebrand an architectural icon

Equitable100Atlantans know the 33-story landmark overlooking Woodruff Park as the Equitable Building. With the help of a handful of graduate students in the Ernest G. Welch School of Art and Design, denizens will soon be calling it by its new name, 100 Peachtree.

The students recently partnered with the building’s owners, America’s Capital Partners, to create an exhibit focused on the strategic repositioning and renovation of 100 Peachtree.

Hand-in-hand with the university’s centennial celebration, several undergraduate students created artwork focused on the number 100 for the building’s rebranding campaign.

For Carrie Wallace Brown, a Master of Fine Arts (MFA) student, it was an opportunity to put theory and creativity into practice.

“From conception through completion, the project challenged each of us to balance complete creative freedom with real-life application,” she said. “We all benefited greatly and are proud of the result.”

Led by Assistant Professor Dawn Haynie, the students created artwork and designed the exhibition space, which spoke to the 100 Peachtree brand of today in a context within the era in which the building was originally constructed.

Not only did it afford the opportunity to assist in the rebranding a landmark example of the international style of commercial architecture, it gave them the chance to work directly with leaders in the business community.

“It’s also incredible to be a part of any project that helps to strengthen connections between Georgia State and our partners in the Atlanta community,” said MFA student Charles Snyder.