Few can deny that Austin has style. From its artsy lounges and funky restaurants to its respected universities and technological corporations, Austin is, as they say, a bit weird. And since the saying advises you to keep it that way, why not throw a little high-end class and extra versatility into the mix?
Perhaps that was the goal of Simon Property Group and Endeavor Real Estate Group when they introduced Central Texas to the Domain, Austin’s huge new mall and “second downtown” that’s more city-within-a-city than shopping center.
“It’s a very unique shopping environment,” said Lauren Harris, director of marketing for the Domain. “You can come and shop, and obviously, that’s what typically attracts people to shopping centers; but there’s a lot more than that here. It’s more than just a regular shopping experience.”
Harris isn’t kidding. Since the opening of Domain I in March 2007, the vast center has treated its patrons to everything from the usual mall suspects like Brookstone and Banana Republic to “about 40 stores exclusive to the Austin market,” according to Harris. The Domain also features an impressive array of restaurants, interactive fountains, park areas, several hundred new apartments and tons of office space, among other things. And with the opening of Domain II in late February, locals and tourists alike in the Capitol City can expect, as the cliché goes, plenty more where that came from.
“With the opening of Domain II, we have a really diverse mix of retailers, and a lot of them are new to the Austin market,” Harris said. “Maggiano’s [Little Italy] is new to Austin, Shasa Collections is opening [and] World Interiors and East Fifth [Hub Clothing] are new to the market. We’re really excited about the new stores.”
A particularly notable newcomer to Austin that has decided to grace the Domain with its presence is the Westin Austin at the Domain, which became the first Westin location in the Capitol City upon its opening on March 11.
“The Westin is a really great compliment to our property,” Harris said, “and it’s ideal for business travelers. They can walk across the street and have dinner or run out to do a little shopping after a meeting.”
Another new addition is the fifth American location of Gold Class Cinemas, a “brand-new movie experience that has been designed and delivered for the passionate movie lover,” according to a company press release.
“Gold Class Cinemas truly is the new way to go to the movies,” said Tim Carroll, global CMO of Village Roadshow Limited, parent company of Gold Class Cinemas. “Our guests often make the comparison that going to the movies at Gold Class is like flying first class. We are excited to bring the best cinemas in the world to such a great location.”
As any Austinite knows, “a great location” is no overstatement, since the Capitol City is just as famous for its independent filmmakers and general artistic appreciation as it is for live music and the Longhorns.
And when it comes to artistic appreciation – especially as it relates to Central Texas – the Domain has no shortage. Although modeling a shopping area with such high-end boutiques as Burberry and Louis Vuitton after a center in Southern California, for example, might have proven a more expected course of action, the Domain is uniquely Austin. According to Harris, the Domain even features live music on the weekends – particularly fitting for the “live music capitol of the world.”
“We worked really hard to incorporate local things like preserving trees,” Harris said. “We also have the art elements; we feature artwork from local Austin artists. We wanted to keep Austin what it is.”
Many of the locals, which Harris says make up “the core of our shoppers,” appreciate such attention to detail. Their enthusiasm is evident in their response to the apartments in the Domain “from day one,” Harris said. “The Villages [at the Domain], [or] the apartment [complex] in Domain II, is filling up quickly. A lot of people are really excited to be moving into the new apartments at the shopping center. We’ve had a great, really terrific response.”
Needless to say, the Domain has enjoyed significant success from the beginning. From Yogurt Planet to Fleming’s Prime Steakhouse, you’ll find something to eat; from Payless Shoes to Neiman Marcus, you’ll find the right pair of shoes; and from taking a stroll along the pedestrian esplanade to decorating a new home, you’ll find something to do with your time. The Domain is just that versatile. And for all its amenities, this versatility, according to Harris, is the Domain’s crowning glory.
“I think it’s amazing,” Harris said. “It’s not very often you find a shopping center that has so many market-exclusive retailers or such a strong lineup of restaurants. I think there’s something for everybody here. You might love a restaurant, a store or just walking your dog along the sidewalk or sitting in the park with a cup of coffee. And that’s why I think the Domain is perfect: It has something for everybody.”
