Still Austin unveiled The Still Austin Quarter, a 15,000-square-foot hospitality destination opening in September with four distinct spaces, including a live music venue called the Music Room. Located at 4211 Willow Springs Road in Austin’s St Elmo Arts District, the project was designed by OPA Design Studio and Weiss Architecture, with sound engineering by Steven Durr.
The Quarter includes the Atrium, Music Room, Vinyl Lounge and a private event space, accommodating about 500 guests across indoor and outdoor areas. Programming will feature Thursday-to-Saturday performances on the Musician’s Stage, nightly DJs in the Vinyl Lounge and a cocktail program led by vice president Ken Kodys using Still Austin spirits and house-made liqueurs.
For consumers, the destination combines whiskey, cocktails and live entertainment in an immersive brand experience. The concept extends Still Austin’s flagship Bourbon, The Musician, into a physical venue while reinforcing the broader trend of spirits brands investing in destination-style hospitality.
Image Credit: Still Austin
What's Driving This Trend
- Branded Hospitality Destinations
- Spirits brands are transforming distilleries into immersive venues that blend product storytelling, entertainment and hospitality to deepen consumer engagement.
- Experiential Spirits Retail
- Hybrid spaces that combine cocktails, live music and private events create new pathways for alcohol brands to monetize culture beyond bottle sales.
- Music-led Brand Immersion
- Live performance venues embedded within branded spaces introduce opportunities for labels to connect lifestyle identity with repeat on-site experiences.
Who This Affects Most
- Alcoholic Beverages
- Distilleries and spirits producers are expanding into hospitality formats that convert brand affinity into destination-based revenue streams.
- Live Entertainment
- Curated music programming inside branded venues creates alternative stages for artists while giving consumer brands cultural relevance.
- Hospitality Design
- Architectural firms and experience designers are shaping multi-zone social environments that merge retail, nightlife and private event functions.
