AUSTIN, Texas — A beloved piece of Austin’s musical history is making a comeback.
After 44 years, the iconic Armadillo World Headquarters is reemerging as “Armadillo Forever,” a lifestyle brand at the South Congress Hotel celebrating classic rock and roll culture.
The original venue was a legendary hot spot from 1970 until 1980, hosting everyone from Frank Zappa to Jimmy Buffett.
While the venue itself isn’t reopening, the spirit of the Armadillo is alive and well at the new boutique located on South Congress Avenue. The space is offering Armadillo World Headquarters memorabilia, as well as unique products that honor Austin’s art, music and character.
The brand was relaunched early this year through a partnership with Austin FC.
“Armadillo World Headquarters has always embodied the heart of Austin’s creative spirit,” said Nick Shuley, spokesperson for Armadillo World Headquarters. “What began as a grassroots effort by a group of young people in a space south of the river evolved into a vibrant home for music, arts and community.”
Shuley said the goal is to continue this legacy for the current community.
“This is not a nostalgia play; it’s a reimagining of what the Armadillo brand can be in today’s Austin. For this new chapter, we plan to continue the Armadillo tradition by supporting local artists and musicians in a way that hasn’t been done before.”
All proceeds from sales go directly to support local artists and music venues through a partnership with the nonprofit All ATX, which works to sustain the local music community.
The brand will be at its location for the next three months, hosting film screenings, community gatherings and other exclusive events. The store will be hosting weekly live music events inside the space at the South Congress Hotel.
A documentary about the history of the venue is also in the works.