Nashville and Austin aren’t merely connected by country music and cowboy hats. Now, the two also share a specific approach to retail shopping. One of the city’s newest mixed-use developments — Ashwood 12 South — takes inspiration from its Texas counterpart, a trendy oasis for shoppers, diners and tourists alike.
Five years ago, Turnbridge Equities, a New York-headquartered real estate and investment firm, had just completed Music Lane on South Congress in Austin, an area that founder and managing principal Andrew Joblon compares to 12South. Shortly thereafter, he got a call about property here. “12South was further along than South Congress was when we got there,” says Andrew. “So right away, it was a really quick conversation. It’s like, ‘Yes, we’ll buy it.’”
Andrew was well aware of Nashville’s economic growth. “It’s funny — we really like to pay attention to the macro of what’s going on in these markets,” he says, noting that his friends from California just kept moving here. “I kept hearing, almost on a monthly basis, [about] another family moving to Nashville.” He says he understands why: “The people are fantastic. The restaurants are great. It’s got culture, it’s got music, it’s got all these things that just make it a really nice place to live.”
That growth and transformation has been particularly evident on 12South. And Ashwood, a 117,500-square-foot mixed-use development designed by Dryden Studio, seamlessly blends into the existing shopping district.
On a recent Sunday afternoon, 12South shoppers were out in full force. By mid-afternoon, a line traced the block in front of Dallas-based La La Land Kind Café. The coffee shop is known for its angel motifs, flavored lattes (like Charli’s Cookie Butter and Lavender Bloom), and bright yellow mugs with positive mantras. One reads: “Be the person your dog thinks you are.”
Ashwood also boasts beloved new-to-Nashville contemporary designers, like Vince, Rails and Reformation; perennial favorite Birkenstock; and on-trend French fashion company Sézane. Other newcomers to the area are private golf and social club Intown Golf Club, menswear store Todd Snyder, custom hat outfitter Rancher Hat Bar, permanent jewelry store Burdlife, and Roark adventure wear.
Many of these retailers have done well in Austin and followed Turnbridge to Nashville to “ride the wave,” says Andrew. Restaurants include Sushi-San, the second Lettuce Entertain You concept to come to Nashville in recent months after Aba in Wedgewood-Houston
Locally Inspired
A 12South resident himself, architect Nick Dryden has been involved with numerous projects in the area, including imogene + willie and Burger Up. “I have a lot of experience with the neighborhood,” says Nick. “It’s my neighborhood. It’s my backyard.”
Andrew says Nick’s local perspective was invaluable. “He knows what fits and what people want to see,” he explains. “If you’re using a big architect from out of town, you just don’t get that.”
Outside In
One of Ashwood’s most striking elements is its expansive outdoor space with greenery-filled planters and slatted benches. Retailers’ back doors open onto the patio, contributing to a sense of community.
Various shops will host holiday events, with a 15-foot courtyard Christmas tree as a centerpiece for the festivities. The patio will also provide outdoor seating for Ashwood’s restaurants. There are even plans for public art installations, says Nick.
For those driving to Ashwood, the developers have facilitated the addition of a much-needed underground parking garage.
Art in the Right Place
The 12South area is no stranger to murals, and Ashwood continues that tradition. Local artist Tess Davies painted the brick façade outside Lululemon in shades of green and light coral. “Her abstract shapes in the Ashwood color palette communicate the art of movement, which can be interpreted physically by the pedestrians on 12South and the evolving landscape of the neighborhood and Nashville,” says Andrew.
Brooklyn-based fashion illustrator Richard Haines created a mural for menswear designer Todd Snyder, depicting designs from the spring-summer 2025 runway show.
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