“Atlantic Yards” Rebranded “Pacific Park”

The large-scale Brooklyn development that essentially brought both the Nets and The Barclays Center to Brooklyn underwent a rebranding of its own yesterday: “Pacific Park.”

The former “Atlantic Yards” development, consisting of 22 acres anchored by the Barclays Center, has long been a lightning rod for criticism among various local community associations. The principal developer, Forest City Ratner, formerly run by Barclays Center majority owner and Nets minority owner Bruce Ratner, claims the rebrand signifies a new phase of the project “from pre-development to vertical.”

Jessica Dailey of Curbed.com takes note that it “probably doesn’t hurt that a new name also sloughs off associations with past lawsuits, controversies over eminent domain, and visceral community opposition.”

The first building to break ground will be 535 Carlton, a 285,000-square foot building with 18 stories and 298 rental units.  In order to meet development requirements, the new building plans to be 100% affordable.

The new architect on the project, COOKFOX, envisions a connection with the neighborhood: keeping the base of the building low, made of familiar brown brick customary of a traditional Brooklyn townhouse, and a setback that includes a communal terrace and gardening plot.

You can learn more about the project, including project renderings, here.

Brooklyn, what do you think about Pacific Park?

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