Frame Hotels are designed to cultivate a sense of rest and seclusion for the discerning traveler. Our properties offer a unique experience, where luxury is found in the simplicity of carefully curated details. With no front desk, door keys, restaurant, or pool, Frame Hotels focus instead on natural elements such as the sound of water, the feel of stone, and the warmth of lanterns at dusk. Independence and privacy are at the forefront of the Frame experience, allowing guests to unwind and reconnect with nature. Frame feels like a best-kept secret, known only to those who appreciate a quieter, more refined approach to luxury.

TWO TRANQUIL RETREATS IN THE HEART OF SOCO, DIRECTLY ACROSS SOUTH CONGRESS FROM-ONE ANOTHER

Frame Hotel-Treehouse is located at 110 The Circle, Austin, TX 78704

Frame Hotel-SoCo is located at 110 West Elizabeth Street, Austin, TX 78704

For more information, please contact:
Frame Hospitality Group
Phone: 512.737.1010
Email: press@framehotel.com
Website: www.framehotel.com

Corporate Release

FOR IMMEDIATE RELEASE
December, 2024

Austin’s Best Kept Secret: Frame Hotel Brings Understated Luxury to SoCo
Located in the Heart of Austin’s Iconic South Congress Avenue

Austin, TX – (December 5, 2024) – Frame Hospitality Group is thrilled to unveil Frame Hotel – SoCo, its flagship property, opening January 1, 2025. Nestled at 110 W Elizabeth St., Frame Hotel – SoCo offers discerning travelers a serene retreat amidst the vibrant energy of Austin’s iconic South Congress neighborhood.

This new property redefines luxury lodging with an emphasis on privacy, independence, and immersion in natural elements. From the moment guests enter, they are surrounded by calming elements such as stone surfaces, the sound of water, and the soft glow of lanterns at dusk. At the heart of the property, a koi pond shimmers below a stunning tiled wall, crowned by a sundial that adds a timeless touch. Surrounding this centerpiece is a peaceful garden of native plants, curated to reflect Austin’s natural beauty.

Frame Hotel – SoCo embodies a refined balance of thoughtful design, natural elements, and seamless independence. The property invites guests to unwind in airy, meticulously crafted suites, featuring custom oak furniture, spa-inspired bathrooms illuminated by solar tubes and soft LED lighting, and private patios that seamlessly merge indoor and outdoor living.

Frame Hotel’s innovative keyless check-in system allows guests to bypass traditional front desk interactions, offering effortless arrival and departure. Personalized service is just a text away, with staff ready to handle everything from reservations to bespoke local recommendations. This combination of independence and thoughtful attention defines the Frame Hotel ethos, offering an escape that feels uniquely Austin.

Unlike traditional hotels with pools, bars, or restaurants, Frame Hotel focuses on providing a tranquil, restorative experience. Expansive windows invite natural light, while carefully chosen materials and textures create an inviting, serene environment. Guests can recharge in the tranquil comfort of Frame Hotel after exploring Austin, with a hub of culture, shopping, and dining just steps away.

Across South Congress, Frame Hotel – Treehouse complements SoCo’s serene luxury with its own intimate design, rooted in sustainable materials and understated elegance. Formerly the award-winning Kimber Modern, Treehouse has been thoughtfully reimagined to reflect Frame’s ethos of “less but better.” The extensive renovation prioritized sustainable materials, energy-efficient systems, and a fresh aesthetic that elevates the guest experience while retaining the property’s legacy of understated luxury.

With its secluded ambiance and elevated design, Treehouse offers an intimate counterpoint to the buzzing energy of South Congress. Together, Frame Hotel – SoCo and Frame Hotel – Treehouse form a dual oasis, where guests can seamlessly transition between vibrant city life and tranquil, private retreats.

About Frame Hospitality Group

Frame Hospitality Group is redefining luxury through intentional design, environmental sustainability, and an unwavering commitment to the art of hospitality. By managing every facet of its operations in-house—from design and branding to development and guest experience—Frame Hospitality Group ensures that every detail aligns with its vision of a cohesive and elevated guest experience.

About Frame Hotel

Frame Hotels are sanctuaries of understated luxury, designed for guests who value privacy and independence. Natural elements take center stage—whether it’s the gentle sound of water, the tactile allure of stone, or the warmth of lantern-lit spaces at dusk. Frame Hotels feel like a hidden gem, offering an escape into elevated simplicity and timeless tranquility, known only to those who appreciate a quieter, more refined approach to luxury.

For more information, please contact:
Frame Hospitality Group
Phone: 512.737.1010
Email: press@framehotel.com
Website: www.framehotel.com

At the heart of Frame Hotel’s brand is a commitment to providing a secluded, serene experience for the discerning traveler. The mission is to offer more than just a place to sleep; Frame is a retreat from the hectic pace of daily life, where guests can disconnect and recharge. By emphasizing natural elements and an essentialist approach to design, Frame Hotel’s vision is to create an environment where less truly becomes more—where luxury is found in the simplicity of thoughtful, deliberate choices. Every aspect of the guest experience is carefully curated to enhance this mission. Frame Hotels strip away unnecessary distractions, focusing instead on the essential—comfort, tranquility, and a sense of privacy. The absence of common hotel features like a front desk or a restaurant shifts the focus to the surrounding environment, allowing guests to reconnect with nature and themselves. This ethos is reflected in the property’s architecture, interior design, and operational practices, all of which prioritize sustainability, elegance, and simplicity. Frame Hotel’s vision for the future is to continue refining this unique blend of luxury and simplicity. The brand seeks to expand its footprint while maintaining the intimate, boutique experience that defines it. Each new property will adhere to the core principles of natural immersion and essentialist design, ensuring that Frame continues to feel like a well-kept secret, known only to those who appreciate a quieter, more refined approach to travel. This ongoing dedication to elevating the guest experience will ensure that Frame Hotel remains a leader in the niche of understated luxury.

• “Frame Hotel SoCo redefines luxury lodging with a focus on privacy, independence, and immersion in natural elements.”
• “A seamless, keyless experience—guests receive suite assignments and door codes via text, creating a truly independent stay.”
• “Our flagship location blends tranquility with Austin’s vibrant energy, offering a quiet haven amidst bustling South Congress.”
• “Designed for the discerning traveler, Frame Hotel offers no front desk, keys, or formalities—just pure, understated luxury.”
• “With natural textures and a essentialist approach, Frame Hotels are hidden gems, cultivating rest and seclusion for guests.”
• “The newly renovated Treehouse embodies our ethos of ‘less but better,’ with a commitment to sustainable luxury and personalized service.”
• “Frame Hotel bridges technology and hospitality in a way that feels both seamless and uniquely Austin.”
• “Our spaces focus on the feel of stone, the sound of water, and the glow of lanterns at dusk—a sanctuary for those who know.”

• “Frame Hotel SoCo is a sanctuary for those who know,” said Co-Owner Lyle Lippincott. “It offers the perfect balance—a peaceful retreat right in the heart of South Congress.”

• “We knew that 110 W Elizabeth would be the perfect location for Frame Hotel’s flagship property,” said Co-Owner Bette Lippincott. “My family and I are thrilled with the outcome, Frame Hotel SoCo truly embodies the best of New and Old Austin.”

• “Launching the Frame Hotel brand has been an exciting journey that began with an extensive renovation of the award-winning Kimber Modern, now rebranded as Frame Hotel – Treehouse,” said Richard Lent, Founder of Frame Hospitality Group. “Simultaneously, we completed a five-plus-year, ground-up development for Frame Hotel SoCo, our flagship property in the heart of Austin’s South Congress. Both properties reflect our vision and commitment to creating serene, intimate spaces that celebrate understated luxury and privacy.”

• At Frame Hotel, we’ve reimagined the luxury lodging experience by focusing on privacy, independence, seamless service, and a deep connection to natural elements,” said Richard Lent, Founder of Frame Hospitality Group. “Our goal is to provide discerning travelers with a tranquil retreat that feels both intimate and uniquely Austin.”

• “We believe that true luxury lies in the details,” Richard Lent, Founder of Frame Hospitality Group noted. “From the property design to the highly curated products and materials throughout our properties, every aspect of Frame Hotel is designed to provide a personalized and serene experience for our guests.”

• By far the best stay I’ve had in Austin. Location was amazing surrounded by the best shops and restaurants. The room was spotless , peaceful, unique, and modern. The set up of the room was perfect. Will definitely stay again.

   

• I wish I could give this oasis more than five stars. The service was truly outstanding, the rooms were gorgeous, and the thoughtful details made for a luxurious and comfortable stay. Plus, the location is perfect—nestled among fantastic restaurants, great shopping, and lively bars. 100/10

• The hotel room hit the mark with all the details. Comfy bed, night lights, gourmet coffee and tea. Outlets everywhere you need them. Great location.

• We had the best weekend at the Frame! The rooms are comfortable, super clean, cozy and had everything we needed for a fun weekend on Congress. The location can’t be beat, close to lots of restaurants and live music in the Gueros garden all weekend! The hotel feels like a little green oasis tucked away in the middle of the city. And the staff was so friendly and attentive. Can’t wait to go back!

• The property is impeccable. Each room has character and very efficient in coming and going in and out of the property. The garden oasis is very relaxing and is a wonderful addition. Bed and linens very comfortable.

• This is by far one of the best locations /stays I’ve had in Austin. The location was perfect. The calmness and serenity is top notch as soon as you enter through the front door. Very clean and hard to leave. I have been to Austin many many many times .. and this was a great surprise. I will definitely be going back!