WillowTree, a mobile apps developer based in Charlottesville, Va., formally opens its Durham office on Jan. 26.

The firm chose to lease space at the American Tobacco campus.

Last summer, WillowTree announced plans to expand to Durham with its second office and to hire some 100 people.

A key reason for picking Durham the company says, is the opportunity to hire “top mobile talent” in the Triangle area.

“WillowTree started with the simple goal of designing and developing the best mobile applications possible―operating at that remarkable level where incredible UX design meets cutting-edge software development,” said WillowTree CEO, Tobias Dengel.

“We did this by building a team of smart, passionate, fiercely independent people that are excited about our work and continuously challenge themselves to be better every day. Durham is a perfect fit for WillowTree’s culture with its outstanding tech community and vibrant city life. We are excited to continue growing a world-class mobile team here as we have in Charlottesville.”

The company will host an open house and lunch. Festivities begin at 11:30 a.m.