Four 22: The Idea Behind OnPeachtree

by Derrick Duckworth

Most companies begin with a person, real estate companies especially.

In the old days, that was especially true.

An agent decides to become a broker. They completed the additiional education, earned the license, and begin to build. And naturally, they built around themselves.

The broker built a business, put their name on the door, and over time the company became an extension of that individual.

That's normal. In real estate, as in most business. How do you think Hewlett-Packard got it's name.

Four 22 began somewhere else.

It began with Atlanta.

More specifically, it began with the idea that the city makes more sense when we stop looking at neighborhoods, streets and developments as isolated places and start look at how they connect.

So with connections in mind, the name Four 22 draws its inspiration from what could have been Atlantas most ambitious pieces of infrastructure ever: the Atlanta Beltline - a 22 mile loop connecting 45ish neighborhoods across the city. Four major segments. Twenty-two miles. Four 22.

But here's the thing, Atlanta is bigger than a 22-mile loop. The Beltline is said to connect 45 neighborhoods. Atlanta has more than 240 neighborhoods. It's bigger than one infrastruture project, although that one project helps to make Atlanta flow.

Infrastructure shapes neighborhoods. Neighborhoods shape how we move and how we live. Streets connect people to places, jobs, culture, housing, enteratinment and one another. And real estate sits in the middle of all of it.

Thats the thinking behind Four 22.

The thinking behind the clock hands in our logo, every neighborhood has it's time & it's place. Today, the hands simply point to 4:22. But the long-term vision is for that clock to become another way of understanding Atlanta itself.

Imagine placing the center pin of a clock near the intersection of I-20 and the Downtown Connector, then looking outward across the city. Neighborhoods begin to occupy positions on that clock. Virginia-Highlands sits at 1:30. West End around 8:45.

Suddenly, the clock is more than a logo.

It becomes a map.

And that brings us to OnPeachtree.

Peachtree is literally the Atlanta great connector - running through Downtown, north into Midtown, to Buckhead, Brookhaven and Chamblee, while changing character constantly along the way. One street dozens of neighborhood stories.

That is exactly the kind of Altanta story Four 22 was created to tell.

OnPeachtree is one expression of Four 22: a real estate platform built around place rather than personality.

Because Four 22 isn't meant to be a company molded around a broker.

It is meant to be molded around the City.

Neighbors. Places. Possibilies.

That's Four 22.

Four 22: The Idea Behind OnPeachtree

by Derrick Duckworth

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