Sports lifestyle brand ’47 is bringing an immersive sensory experience to South By Southwest (SXSW) in a partnership with Texas A&M University that’ll feature live performances from up-and-coming artists. The experience will go down on March 11-12 at local staple Clive on Rainey Street located at 609 Davis Street in Austin, TX.

Dubbed the Texas A&M x ’47 Discovery House, the interior of the bar will be transformed into three separate physical representations of land, sea, and space—representing Texas A&M’s heritage as one of the few institutions in the country to hold these grant designations.

Each customized space in the bar will be brought to life through animated and 3D light projections punctuated by live performances on both days from emerging artists like Joey Purp, Snoh Aalegra, Injury Reserve, and Gus Dapperton. The entire space is designed to surface promising new talent with SXSW serving as the energetic backdrop for inspiring creativity and discovery. That's one of the reasons why the conferences and festivals at SXSW have become synonymous with celebrating the best of the interactive, film, and music industries.

The discovery aspect is arguably one of the best parts of the experience. There's nothing quite like stumbling into a set by an artist you never knew existed and vibing out to their music.

The Texas A&M x '47 Discovery House will open to the public Sunday, March 11 from 3 p.m. to 12 a.m. and Monday, March 12 from 11 a.m. to 12 a.m. Highsnobiety will be on-site covering the event all weekend with exclusive artist interviews and videos so peep the site for continued coverage.

WHERE: Clive on Rainey Street, 609 Davis St, Austin, TX 78701

WHEN: March 11 from 3 p.m. - 12 a.m. & March 12 from 11 a.m. - 12 a.m.