ATLANTA—A $600 million resort-inspired mixed-use project has been approved for Alpharetta. Dubbed Avalon, its developer is positioning the project as the first experience center—a place where high-end retail, restaurant, residential, office, hotel and public spaces come together—in the Southeast. Avalon is expected to open in Oct. 2013.

North American Properties received key approvals to develop the project on Monday night. The firm’s vision is based on the belief that customers have changed the way they spend their free time and disposable income—and retailers need to deliver a lifestyle brand experience in order to compete in the e-commerce age.

“Alpharetta is an affluent community and locals want and deserve a luxury shopping experience they can’t currently find in the Southeast,” Mark Toro, managing partner at NAP, said Monday night after the Alpharetta City Council approved the project. “We are thrilled that the Alpharetta community has embraced our vision for Avalon.”