The El Cosmico Edition

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Colin here. I recently had a conversation with Liz Lambert, the Austin-based hotelier, on the Skift Ideas podcast, and we delved into a wide range of topics. While we extensively discussed 3D printing, technology, and her new project with architect Bjarke Ingels in Marfa, there was another aspect of our conversation that caught my attention: the concept of building a cultural North Star within a property or experience.

Liz is best known for her unique property, El Cosmico, which has always been an experimental venture. It offers a diverse range of accommodations, from airstream trailers to yurts and other dwellings, all nestled under the Marfa stars. El Cosmico is a no-frills kind of place, yet it has cultivated a strong sense of community over time. But there's an intangible essence that I’ve always had a hard time putting my finger on. 

Why is this interesting? 

Lots of hospitality developments fail to have a soul or a rudder. But what struck me about the conversation with Liz is how she looked to the Whole Earth Catalog (by WITI reader Stewart Brand) as the North Star that guided her. It is an amazing reference that has pulled through to the property.

She explains:

It was a big, big format catalog that pointed you to resources to show you how to do all different kinds of things, whether it be astrology or midwifery or leathercrafting or you name it. It was pretty vast and I think a lot of the idea of the Whole Earth Catalog was based on that Emersonian idea of self-reliance. I think that there is a lot of draw of the idea of far west Texas, or the American West in general. And so there’s something it taps into in all and all of us.

By being culturally interested and an information omnivore, like the best culture curators, Lambert imbued the property with something more than just rooms and beds. The Whole Earth catalog served as a spiritual and intellectual guidepost that ran through the experience. This, coupled with the intention to allow people to drop out and unplug under vast West Texas skies, imbues a vibe and makes the place more interesting. 

It will be fun to watch how El Cosmico evolves in time (and with futuristic, 3D-printed dwellings), and one of the key pushes for Lambert will be continuing to bring that thread of community and self-reliance through to a larger, more ambitious version. (CJN)

Thanks for reading,

Noah (NRB) & Colin (CJN)

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