“Intellectual Property,” yes, there’s a story behind that name!
Intellectual Property is the result of a cooperative effort between a great university and the largest operator of campus bookstores, the Follett Higher Education Group. The University of Texas – Austin has a full-service Co-op, which provides students with textbooks, supplies, and spirit apparel, but they needed more – a bookstore with a wide selection of academic-leaning general books for the students and faculty of UT. And they needed it within walking distance to campus; preferably on the “Drag” that runs up UT’s western edge – Guadalupe Street.
Through a partnership with the University, The University Co-op, and Follett, Intellectual Property became a reality. We knew that other national-chain bookstores had failed on the Drag because Austin isn’t a place for cookie-cutter big box stores – the official town motto is “Keep Austin Weird,” an invitation to preserve and cultivate individuality.
Follett started the project by renovating a historic campus movie theater, the Varsity, at the corner of 24th on the Drag. The inside of the Varsity had lost all of its historic character, but the outside still sported a locally loved movie-themed mural on the side of the building and the marquee out front. The building had been a variety of businesses after the last closing credits rolled by and was essentially an empty shell.
Follett’s Store Design group created a new layout with store fixtures that reflected what the inside of the theater had become – a raw, industrial space. Tabletops and shelving was left as clear-coated raw steel to reflect the exposed structure of the space. Warm oranges and reds were chosen for carpet and walls to pick up exposed brick and to pay homage to “Burnt Orange” – which everyone knows is the official Longhorn color of UT Austin.
Follett’s Integrated Marketing team began to design the store’s personality. We created a fresh look for an academic bookstore – Austin Style. We combined the concepts of learning and “Austin Weird” (which we interpret as the creative, open, and changing character of the city), and came up with the seemingly simple concept of chalk. Used by academics for longer than we cared to research, chalk fit our needs perfectly. It said “learning,” “creative,” and “erasable” all in one dusty package. Our store planners found new ways to incorporate slate into the fixtures and the store itself. Black slate found its way into end caps, walls, and a stripe around the perimeter for good measure.
Naming this new store proved an interesting challenge. Every book cliché you can think of was on the original name list. None seemed right for Austin. The name had to let our customers know that we weren’t just a room full of bound-books. We were also on the cutting edge of anything and everything that recorded and distributed knowledge. In 2006 it was traditional bound-books, computer software, CDs, and DVDs as well as the technology to read that newer media; computers, game systems, and MP3 players. But we planned to be right there when some new technology emerged too. The entire intellectual property realm was our world.
The words “intellectual property” were right in front of us when we were debating the merits of a new name. But then you take a break and it hits you. “Intellectual Property Austin” was exactly what we were trying to say, and interesting enough to pique the interests of the academic world. An added bonus was that when we laid out the words “intellectual” and “property” just so, we got a little interconnected “UT.” A match made in Austin.
So, welcome to Follett’s new academic bookstore serving the University of Texas – Austin community. Follett’s Intellectual Property with more than 35,000 academic titles in stock and more than 1,600 magazine and periodical titles is located on the Drag in Austin (2402 Guadalupe St.).
Everything in the store is decided with the UT community in mind. A special section in the store features books authored by University faculty and you can always find a robust selection of Austin interest books. The store has grown into the culture of UT so you can always count on faculty members, as well as national authors to make regular appearances to sign their books or just browse our shelves. Students, faculty and other Longhorns will find academic titles, reference, fiction, non-fiction, software, movies, music and the best newsstand in town.
Displays of best sellers, new titles, and faculty authors along with a wealth of books from university presses and quality publishing houses, Intellectual Property can serve the needs of every faculty member and students
What did we do with all that chalkboard? You’ll find very little machine-produced lettering in the store, on our signs that is. Local artists have been invited to use the black slate as a medium to illustrate and re-illustrate the stories and knowledge you’ll find in our books. Artwork changes regularly with the featured titles.
Photos don’t do the place justice, next time you’re inside the Austin City Limits; we invite you to see it for yourself:
Follett’s Intellectual Property
2402 Guadalupe St.
Austin, Texas 78705-4809
(512) 478-0007
www.intellectualpropertyaustin.com
The store is located on the edge of the UT campus at 24th and Guadalupe. Free parking for up to one hour for Follett's Intellectual Property customers with validated receipt at the University Co-Op Parking Garage at the southwest corner of San Antonio and 23rd
Store Hours:
Monday – Friday 9:00 am to 8:00 pm
Saturday 10:00 am to 7:00 pm
Sunday 12:00 noon to 6:00 pm