The Armadillo World Headquarters, the legendary Austin music venue of the 1970s, which gave rise to Austin’s identity as the "Live Music Capital of the World," and birthed Austin City Limits, returned to Austin with a renewed mission. Much like the legendary venue, a new entity set out to embody a spirit of creativity, originality and inclusivity, while prioritizing giving back to musicians and artists. As part of its relaunch, the brand wanted to open a physical space to establish itself, once again, as part of Austin’s music community. With only 30 days to build the space and plan programming, Armadillo Forever opened in Austin’s popular South Congress district. In partnership with the venue’s founders, the colorful, art-filled space produced daily programming of live music, limited edition poster art, exclusive merchandise and brand collabs, drawing over 18K visitors during the 90-day activation. And like the original, it cultivated a feeling of belonging and finding common ground. But what differentiated this 3-month pop up from so many other brand activations, is that 100% of all sales proceeds would go directly to non-profits supporting musicians and artists. In partnership with local non-profit ALL ATX, they raised over $100,000 for the local music and arts community. As a retail experience and community space, the pop-up programmed 80+ live music performances, worked with 35+ local artisans and forged partnerships with local institutions like Arlyn Studios, BMI, the Health Alliance for Austin Musicians, the SIMS Foundation and the Austin Film Festival. Today, as the brand re-establishes itself in Austin and beyond, it carries forward the legacy of those legendary nights filled with rock, country, blues, and soul. A philanthropic arm continues to spearhead initiatives supporting local musicians and creatives.