As the The Domain undergoes a multimillion-dollar makeover to attract high-end brands, it is bringing on Versace and Burberry.
As the The Domain undergoes a multimillion-dollar makeover, it has attracted two luxury brands: Versace and Burberry.
Since opening in 2007, The Domain — often referred to as Austin’s second downtown — has become the city’s signature retail center, based on its size, scope and tenant mix.
Over the past 16 years, its stores, restaurants, boutique hotels and amenities have established the project off North MoPac Boulevard (Loop 1) as a hub of shopping and entertainment. The Domain’s appeal has made it a magnet for employers, which in recent years have fueled its growth with a wave of new office towers.
In August, Simon Property Group, announced plans for its Domain makeover as part of an effort to attract high-end global brands. Simon owns the original retail portion of The Domain, encompassing more than 1.2 million square feet on the western edge of the 300-acre property.
More: The Domain is getting a multimillion-dollar makeover. Here’s what to expect
The renovation will take place over the next two years, with the first phase focusing on giving stores a “refreshed look and feel,” that complements the addition of more luxury tenants, Simon said at the time.
“Our redevelopment presents the perfect opportunity to dazzle shoppers with fresh retailers and we are thrilled to offer Versace and Burberry’s luxurious wares at The Domain,” said Monica Esparza, director of marketing at The Domain. “As The Domain’s renovation develops, visitors will continue to see many brands opening their doors, including several that are first to market.”
Founded by Gianni Versace in 1978, Versace is one of the world’s leading international fashion brands and a symbol of Italian luxury worldwide.
Burberry, founded in 1856, is a British fashion group that sells clothing, leather accessories and footwear. It is best known for its trench coats. Burberry was one of the first retail tenants at the Domain, but later closed. And now is returning.
Both stores will be located across from the Century Oaks Plaza, which after renovation will incorporate refinished terraced seating, foliage and a new lawn space. The Domain remake is expected to be completed in 2025.
What will The Domain renovation include?
Simon owns the original retail portion of The Domain on the western edge of the property. The renovation will focus on a “refreshed look and feel,” that complements the addition of more luxury tenants, said Kathy Shields, senior vice president of development, when Simon announced the makeover.
That involves remaking facades for two buildings that include 11 storefronts such as J. Crew, Lilly Pulitzer, Madewell and LOFT. All stores will remain open during construction.
Century Oaks Plaza, the greenspace surrounding the property’s prominent oak trees, will also be redesigned during the renovation. Located between True Food Kitchen and North Italia, the plaza will feature refinished terrace seating, additional foliage and new lawn space for gathering and participating in outdoor events.
According to Simon, the renovation paves the way for the addition of new high-end tenants including lifestyle retailer The Webster, Australian designer label Zimmermann and women’s designer brand Veronica Beard.
The Domain then and now
The Domain was formerly home to a 180,000-square-foot IBM building. During the early 2000s dot-com boom, Austin-based Endeavor Real Estate Group planned to redevelop the property into an office hub for the rapidly growing tech companies that were multiplying in Austin.
On the land where Nieman Marcus now sits, Endeavor intended to construct the first of four or five mid-rise office buildings. The name Domain was chosen to reflect the vision for a tech-focused campus, Bryce Miller, an Endeavor founder and managing principal previously told the Statesman.
But the tech bust wiped out that vision and Endeavor shifted gears. With that part of Austin underserved by retail, Endeavor began exploring the idea of a shopping-driven project for The Domain.
