As the first residential building at Front Row nears completion, developers are offering a closer look at what they say will redefine downtown living.

During an exclusive tour, co-developer Dan Shields walked through Front Row 2, the first of two planned buildings on the 11-acre mixed-use site, highlighting hospitality-style amenities, technology integration and a design approach centered on lifestyle rather than traditional apartment living.

Shields said the project reflects years of planning and a deliberate effort to introduce a new type of residential experience to Huntsville.

“Huntsville has never had a development like Front Row: a mixed-use work-live-play community in the center of downtown, with hotel-grade amenities and services,” Shields said. “It sets a new benchmark. Because there is no direct comparable, we priced it based on the value we’ve created, not what existed before us.”

The building is on track to open in mid-June, with pre-leasing expected to begin soon. Pricing, which had not been publicly available, is expected to be released this week. He added that early reactions from prospective residents suggest strong interest.

“What we hear from prospective residents is that when they see it in person, the conversation shifts pretty quickly from price to availability,” Shields said.

A hospitality-driven approach

Front Row 2 features a range of amenities more commonly associated with high-end hotels, including a fully furnished lobby with a lounge-style atmosphere, reservable private dining and event space, and a rooftop “penthouse” area with a catering kitchen and views of downtown.

Shields said throughout the building, design choices emphasize what developers describe as a balance between social interaction and private retreat. Shared spaces include multiple lounges, co-working areas and club rooms, all designed with consistent finishes and furnishings.

“They’re not renting just their apartment,” he said. “They’re renting access to an entire environment.”

Shields said the goal is to expand the concept of living space beyond individual units.

A large interior courtyard anchors the property, with a resort-style pool, landscaped green space, grilling and dining areas, large swings and a mix of seating options intended to create distinct environments within the same footprint.

Amenities designed for daily living

Among the more distinctive features is a “makerspace,” where residents can work on projects ranging from art to small-scale fabrication, along with planned programming that could include artist residencies and classes.

“It’s going to be informed and programmed by the requests of the tenants,” he said. “If a tenant has an idea, they can bring it to management, and we can build programming around it.” 

Other amenities, as Shields explained, are designed to prioritize convenience and flexibility, including a dedicated package system with secure and refrigerated lockers for deliveries, a pet spa and dog washing station, dual fitness centers across the two buildings with one focused on strength training and the other on wellness and cardio, a large club and gaming lounge with reservable space for events, and a technology platform that integrates building access, rent payments, climate control and notifications into a single mobile app.

The building will also include retail-facing space on the ground floor, which is expected to evolve based on tenant demand. Developers are considering options such as a coffee shop, bar or small-format convenience concept.

Design and connectivity

Shields emphasized that design decisions extended beyond interiors, with attention given to all sides of the building and its integration into the surrounding area.

Exterior lighting and active ground-level spaces are intended to maintain energy throughout the day and evening, avoiding what developers described as a “shut down” feel common in some residential areas after business hours.

“We saw a lot of places where buildings felt like they were going to sleep when the sun went down,” he said. “That’s not what we wanted here.”

The site also connects to ongoing city infrastructure improvements, including a planned riverwalk and nearby pedestrian pathways expected to enhance walkability and access to downtown destinations.

“We’re trying to tap into the energy that already exists in Huntsville and keep that creative energy going all day long,” Shields said.

Future retail spaces along the development’s perimeter are being positioned to take advantage of those connections, including planned outdoor dining areas overlooking the water.

A long-term vision

The broader Front Row development will ultimately include 545 residential units, along with office space, retail and a central plaza designed to function as a public gathering space.

Shields said the project has been years in the making, with the development team first securing the property in 2018 and spending more than five years in planning and pre-development.

“This has become a labor of love for us,” he said. “We had a vision from the beginning, and we’ve stayed committed to delivering on that.”

Front Row 2 represents the first phase of that vision, with the second building and additional components still to come.

As leasing begins and pricing is finalized, the coming weeks are expected to provide the clearest indication yet of how the market responds to one of downtown Huntsville’s most ambitious residential projects.