New Downtown Atlanta shops open ahead of World Cup

A June wave of independent retailers, bakeries, tea rooms and tour operators is moving into vacant Downtown Atlanta storefronts ahead of FIFA World Cup 2026. The openings are backed by a public-private pop-up fund aimed at turning empty spaces into lasting commercial activity.

Why it matters: - Downtown Atlanta is using the run-up to FIFA World Cup 2026 to fill vacant storefronts with businesses that can serve visitors now and stay after the tournament. - The openings are meant to strengthen retail corridors, support local entrepreneurs and add foot traffic to the city core. - The effort is backed by public and private partners, including Downtown Atlanta, Inc., Invest Atlanta and Showcase Atlanta.

What happened: - A cluster of new and pop-up businesses is opening across Downtown Atlanta throughout June in Sweet Auburn, Edgewood, South Downtown, Castleberry Hill, Luckie Street and near The CTR at 190 Marietta. - The Downtown Pop-Up Opportunity Fund is helping power the openings. - Jennifer Ball, COO of Downtown Atlanta, Inc., said the goal extends beyond the World Cup and is aimed at a more vibrant Downtown where people live, shop and gather after the final match. - Dr. Eloisa Klementich, president and CEO of Invest Atlanta, said the momentum reflects new energy in Downtown and the role of Tax Allocation District funding in supporting small businesses and active commercial corridors.

The details: - Openings across June include: - Sweet Me Good, a handcrafted pastry shop at 321 Edgewood Ave NE. - At Ease ATL, a wellness apothecary and herbal goods retailer at 348 Auburn Ave NE. - Hell Yeah! Gluten Free, a gluten-free bakery and coffee shop at 145 Auburn Ave NE. - Civil Bikes, offering bike and walking tours of Sweet Auburn’s history and culture at 460 Edgewood Ave SE. - Amazing Atlanta Tours, a collective of city tour operators at 93 Broad St SW. - Urban Tea Party, offering immersive cultural tea experiences at 75 John Wesley Dobbs Ave NE. - CheRene Macarons, selling French macarons with Southern flavors at 75 John Wesley Dobbs Ave NE. - Dough in the Box, a family-owned neighborhood donut shop at 239 Mitchell St SW. - Kicks Sweet Treats, serving artisan gelato, smoothies and acai bowls near major attractions at 107 Luckie St NW, Suite B. - Unexpected Atlanta, offering food crawls, history tours and cooking classes at 121 Luckie St NW. - The Juicy Truth, a wellness-focused juice shop at Koncept House, 141 Mangum St SW, Suite 151A. - Art in the Paint, a retail-driven cultural hub featuring Atlanta artists, brands and community at The CTR, 190 Marietta St. NW, Suite 221. - Already open through the companion Downtown Biz-Labs effort: - Be Kind ATL, a curated gift shop featuring local makers at 201 Peachtree St NE. - Swiftly Vintage, a curated vintage fashion and decor shop at 241 Mitchell St SW. - The Fund was conceived by Invest Atlanta using resources from the Eastside and Westside Tax Allocation Districts. - The program gives eligible landlords and businesses financial support for targeted physical improvements to tenant spaces with near-term occupancy potential. - Invest Atlanta and its partners said they have invested more than $1.5 million in the people and places involved in the effort. - Media are invited to tour the storefronts and meet the entrepreneurs during a coordinated media window the week of June 22. - Interviews and photography can be arranged. - More information is available at downtownatlantainc.com.

Between the lines: - The opening mix leans heavily toward experiences, food and local retail, which can help Downtown draw both residents and visitors. - The program is also a real estate strategy. Improving tenant spaces can make empty storefronts viable faster than waiting for long-term redevelopment. - The use of TAD funding signals that Atlanta is treating small-business activation as part of broader downtown recovery, not a temporary event-driven push. - The quote from Unexpected Atlanta owner Akila McConnell shows some existing operators see Downtown as a long-term home, not just a tournament market.

What's next: - More storefront activations are expected as the June rollout continues. - The media preview week of June 22 will give additional visibility to the entrepreneurs and the districts involved. - The broader test comes after the World Cup, when Downtown Atlanta will see whether the new businesses can keep the momentum going once visitor traffic shifts.

The bottom line: - Downtown Atlanta is betting that World Cup attention can turn empty storefronts into a more permanent small-business corridor.