Kronberg Wall Creates Large-Scale Facility for CineMassive in SweetWater Design District

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Atlanta (October 5, 2015) – After planting the first stake in the SweetWater Design District’s warehouse-to-loft office-conversion initiative in 2011 with the now-completed Parkside@Armour, the architects at Kronberg Wall have launched the firm’s next project in this flourishing neighborhood. Working with its client CineMassive, a leader in high-performance video wall technology, Kronberg Wall has designed a spacious facility to better support CineMassive’s large-scale projects and collaborative workflow.

“The completion of Parkside@Armour in 2014 was instrumental in showing Atlanta developers that adaptive reuse could be done in a variety of areas throughout the city,” said Kronberg Wall principal Eric Kronberg. “The warehouse to loft office conversion can offer a cost-effective way for companies to go big, yet remain in in-town and accessible areas.”

When it comes to going big, CineMassive has some substantial space requirements. The company designs and builds large-scale video wall systems for clients like the US Armed Services and top Fortune 500 companies. For the new facility, CineMassive not only required substantial space to design and test its technology, but also hoped to add a cafeteria, a library, flexible meeting spaces and an attractive new lobby for events and presentations. Kronberg Wall carefully tailored the warehouse conversion to address all of these needs.

“We wanted to create a more contemporary space that better reflected CineMassive as a cutting-edge technology company,” said CineMassive Co-Founder David Minnix. “This has been an exciting opportunity to start from scratch and design a facility that truly meets our needs. In fact, a major focus of this project has been to create an environment that supports the way we want to work together. The bright, open design of the new facility will allow more fluid collaboration, which is central to our workflow and culture.”

The CineMassive project represents the latest chapter of Kronberg Wall’s ongoing commitment to adaptive reuse, the strategy of crafting modern, useable spaces from the city’s existing structures. In addition to designing the Parkside@Armour project, which houses more than 10 tenants and explores cost-effective parking models, Kronberg Wall also serves on the master planning and design team for Third & Urban’s Armour Yards development.

About CineMassive
Founded in 2005, CineMassive is an industry leader in delivering innovative, high-performance video wall solutions for business-critical and mission-critical applications. As both manufacturer and integrator, CineMassive designs, builds, and tests all of its own hardware and software and provides complete integration and support for its systems. This end-to-end approach allows CineMassive to develop customized, purpose-built solutions. CineMassive has provided video wall systems for every branch of the US Armed Services, the Pentagon, NASA, leading research universities, major broadcasters, and Fortune 500 companies. For more information, please visit

About Kronberg Wall
The multidisciplinary team at Kronberg Wall possesses expertise in architecture, planning, urban design, policy making and real estate development. Founded in 2003 by Eric Kronberg and Adam Wall, the award-winning firm develops distinctive places where people’s experiences are as elevated as the architecture. With the goal of “conscious urban placemaking,” Kronberg Wall emphasizes the context of each project, its role in the community and the moments people spend inhabiting it. For more information, please visit