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New City Properties

New City Properties

Costing $190 million, the 725 Ponce project is the largest investment in new construction on the BeltLine to date. Jim Irwin, 38, a Buckhead native, says quality design and experience are the top priorities guiding his company, New City, and its ambitious development rising across the BeltLine from Ponce City Market—the gargantuan project Irwin led as senior vice president of Jamestown Properties.
725 Ponce

725 Ponce, rising from the dust of Murder Kroger, wants the Beltline to be its front door

If Jim Irwin were developing an office building on Ponce de Leon Avenue 20 years ago, he probably would not have cared so much about how the back of the building looked.

Murder Kroger’s rebranding exercise

Disco. Hipster. Kosher. Murder. Atlantans have a penchant for nicknaming their Kroger stores. That last moniker was bestowed on the Ponce de Leon Avenue location after a deadly 1991 shooting in its parking lot. The name has stuck; there’s even a Twitter handle.

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