Skyline Changes

Massive new high-rise will tower over Austin's Rainey Street

The building will be one of the tallest in Austin.

Rendering courtesy of Intracorp

Less than a decade ago, Rainey Street was a residential street lined with humble Sears Kit Homes and bungalows. The arrival of Bridget Dunlap's Lustre Pearl — not to mention the Hotel Van Zandt, part of the luxe Kimpton brand — heralded Rainey's changing culture, but its latest incarnation will transform the street into a bonafide downtown district.

On October 3, North American real estate developer Intracorp announced plans for a new 51-story residential condominium building, the company's first project in Austin. Once complete, the building, located at 44 East Ave., will measure 545 feet, making it one of the tallest buildings in Austin. (The tallest is the soon-to-be-completed The Independent, which will be 58 stories and measure 690 feet.)

Named 44 East Avenue, the high-rise will eventually encompass 460,000 square feet, and include 330 residences ranging from one- to four-bedroom homes and penthouses. Ground floor plans include about 3,000 square feet for retail and dining projects.

And this being Austin (and Rainey in particular) parking is an important part of the plan. The building will include more than 500 spaces for residents and guests as well as designated spots for the public.

This may be Intracorp's first project in Austin, but the developer is bringing in local heavyweights to collaborate. Austin-based Page Architects leads the architectural design, Michael Hsu Office of Architecture is responsible for interior design of the building's commons areas, and dwg takes care of the landscape architecture.

"We couldn’t have asked for a better location than 44 East Avenue, or a better team of local experts to be working on it with us,” said Tony Kaleel, EVP Business Development at Intracorp, in a release.

As for the location, Intracorp said it picked the Capital City for its next project based on one factor: because it's Austin. "When looking for new cities to partner with, we look at everything that makes a place really liveable. Are there jobs, opportunities on the horizon, is there a vibrant active community with a great lifestyle?" noted Don Forsgren, Intracorp's president and CEO. "From our first visit to Austin, we were immediately drawn to its entrepreneurial spirit."

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Getting Deep

Popular Austin deep massage clinic opening new location near Westlake

Photo courtesy of AUSTINDEEP

AustinDeep is known for an intensive approach that gets results.

A gentle massage can be lovely, but some stressed Austinites need some extra oomph. They can get it at AustinDeep, a local massage clinic that specializes in a propriety technique called the Deep Method. There will soon be a third location in the Barton Creek neighborhood — the farthest outside of Austin and the largest so far.

The new location will be at 2700 Barton Creek Blvd., Ste. 110. It'll span 3,000 square feet at the Barton Creek Village, which is near the Barton Creek Country Club, St. Michael's Catholic Preparatory School, and the Barton Creek Greenbelt. This is a new market for the brand, since the existing two locations are relatively close to each other on Congress Ave and Lake Austin Boulevard.

Jessica Price AusitnDeep Masseuse Jessica Price developed a proprietary technique for AustinDeep.Photo courtesy of AUSTINDEEP

The Deep Method targets the fascia, the connective tissue that holds our muscles and other organs together. Ideally, the fascia should be flexible, but sometimes it gets tight from inactivity, overuse, or other issues, causing pain or soreness. When masseuse Jessica Price opened AustinDeep in 2002, she used her background in myofascial release — a very gentle technique — to create a new process that starts with a warming technique, and then adds in deep tissue and trigger point therapy.

The result is more rigorous and may leave clients sore afterwards. As AustinDeep practitioners explain, breaking up all that fascia is an intense workout, even though the therapist is doing much of the work. Price also learned from physical therapists, so this exacting approach that prioritizes results makes a lot of sense.

That might not sound relaxing (and fans of any intense massage techniques will confirm that they usually aren't), but the aftermath is where things start to open up. This clinic calls it getting "Massage Drunk."

Jessica Price AustinDeep Clients may leave feeling drunk.Photo courtesy of AUSTINDEEP

Despite a tough-love massage approach, the new location sounds cushy: There will be 10 therapy rooms with electric lift tables; a lounge with relaxing music and a bar for tea, wine, or even custom flower arrangements; a veranda to enjoy nootropic drinks (brain supplements) or wine; and a retail selection.

The interior design also reflects the departure from the potentially sterile massage clinic norm with lots of plants and jewel tones.

So far there is no opening date set, but AustinDeep is sharing updates when they're available on Instagram. Services start at $85 for 30 minutes. More information is available at austindeep.com.

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