Media Contacts:
Lynne Pfister, SLOAN PR
Email: lynnep@hellofromsloan.com
Meggan Sandoval, Hendrick
Email: mdelano@hendrickinc.com
FOR IMMEDIATE RELEASE
ATLANTA – June 2024 – Hendrick recently celebrated the grand opening of an unforgettable space designed for Gray Television, Inc. at Assembly Studios, a first-class television and film complex in the Atlanta suburb of Doraville. The campus, spanning 43 acres, is part of a 135-acre development that was originally home to a General Motors assembly plant. The mixed-use space has become a cornerstone of the area as a nod to the past and present, with a modern blend of entertainment, workspace, and outdoor areas.
We With a specialized focus on Building Two’s fifth and sixth floors, the Hendrick-designed space is adoringly referred to as “The Jewel Box,” emulating Classic Hollywood. The fifth floor consists mainly of outdoor terrace space, while the sixth floor is meant for gatherings and special events, with options for flexible workspaces tucked throughout.
“The initial charge for the project was to create a hospitality-focused environment that could serve multiple functions,” explained Chris Heard, Managing Principal at Hendrick and project lead. “The client wanted a space to host events, but they also wanted it to be available for use throughout the day by people working at Assembly. While it should not look like standard office space, it needed to provide all the necessary technology and components for a functional work environment. For instance, if a California-based team member is on assignment here in Atlanta, it gives them a dedicated place to plug in for whatever they are working on within the Assembly.”
The overall look and feel of The Jewel Box carries a theme inspired by Classic Hollywood, enhancing its connection to the entertainment industry through innovative design and collaborative efforts with graphic and art specialists. Rich tones and textures were paramount from the beginning of the design process, integrated throughout the space, especially in the specified materials and furnishings. Lounge seating is prominent along with architectural finishes and dark wood elements that blend seamlessly with the jewel tones. Large-format porcelain tile flooring installed throughout mimics the appearance of travertine.
“I hear from visitors consistently that it is the most beautiful room with the most majestic views of any space they have seen before,” said Hilton H. Howell, Jr., Chairman and CEO of Gray Television. “100 percent of the comments have been positive. The space has a true ‘WOW’ factor.”
In addition to a beautiful large fireplace and bar, standout design accents include a spiral staircase surrounded by a two-story backlit onyx wall. The most prominent element evocative of Tinseltown in the approximately 700-square-foot space is the artistically interpreted proscenium curtain. Developed in conjunction with Bearden Partners, a brand artist, the curtain incorporates the Assembly branding and logos into a metallic drapery consisting of over 13,000 individually hand-tied pieces of brass. The drape installation captures and reflects the light in a most spectacular manner.
A variety of tables and meeting areas were integrated into The Jewel Box, incorporating communal and dining varieties to provide an array of seating postures for those using the space for group or solo work. From a technology standpoint, the space features a plethora of plug-and-play options with Wi-Fi available throughout. The environment is thoughtfully outfitted with multiple screens, including a pair of large, recessed digital surfaces accompanied by a robust sound system, creating a theater-like experience.
“The Jewel Box is truly multifunctional; it serves as a space for potential customers and clients to experience the full breadth and scope of the studio complex,” added Gray Television’s Howell. “It also provides a comfortable space for business deals to be reached, a beautiful location for professional gatherings, and a stunning backdrop for special events. I think there is much more to come for The Jewel Box. The possibilities are endless.”
There are more phases of Assembly Atlanta on the way. Phase II of the project is slated to include parks and green space, in addition to buildings that will combine living, retail, and workspaces. The repurposing and reuse of this original, well-known site in Atlanta will continue to serve and bring enjoyment to future generations of Georgia residents and the thriving film and TV industry.
To learn more about Hendrick and explore other notable projects by the firm, visit hendrickinc.com.
About Hendrick:
Since 1974, Hendrick has positioned clients to grow and thrive by bringing together their vision and our exceptional creativity and imagination. Our talent and experience enable us to unearth the design potential of each project while implementing the vision through a strategic, people-centered process that serves the project’s needs. Hendrick is based in Atlanta and serves a global client base as a member of ONE Global Design. Hendrick fields a team of over 30 employees with a huge diversity of design skills and expertise including workplace strategy, change management, and sustainable design.
