Two trucks will hit the road this week for Austin filled with Michigan favorites: cases of Founders beer, bottles of L.Mawby wine, Eames chairs and Detroit Wallace guitars.

More than a dozen Michigan-made products are headed to the South by Southwest (SXSW) music, film and interactive conference where they will occupy the Creative Many Michigan House, which will host mixers, performances and panel discussions over four days, March 16-19.

"We think we are going to do a pretty good job of showing off the cool things in Michigan," said Joe Voss, a Grand Rapids entertainment attorney who launched the idea of renting a three-bedroom home in East Austin to showcase the state's talent, technology and products.

The project has the backing of a collection of Michigan organizations including Detroit billionaire Dan Gilbert's Opportunity Detroit and Grand Rapids social entrepreneur Rick DeVos' ArtPrize and StartGarden.

Clark Hill attorney Joe Voss

The project is spearheaded by Creative Many Michigan, formerly ArtServe Michigan, a statewide economic development organization focused on the mission to develop creative people, creative places and the creative economy for a competitive Michigan.

Michigan's creative and design industries are a powerful driver in Michigan's economy, contributing nearly $3.6 billion in wages with more than 74,000 jobs in 9,758 businesses, said Jennifer Goulet, CEO of Creative Many Michigan, for which Voss is a board member.

"The house will be a great platform for us to bring visibility to the economic opportunities across Michigan's creative industries and cultivate growth prospects, resources and networks for creative jobs and business growth," Goulet said.

The Creative Many Michigan House will spotlight the state's growth: From Detroit's transformation into a high-tech city to the cultural emergence of Grand Rapids to the continuing growth along the shores. Organizers think it will be an ideal location to tell the state's many stories.

The crowd at SXSW is full of highly energetic and creative thinkers that Detroit is eager to attract, says Lisa Dancsok, vice president of Rock Ventures, Gilbert's umbrella entity for his portfolio of Detroit business and real estate investments.

The Middle West co-founders: Strategist Ted Velie, designer Peter Jacob and event planner Jamie Kirby.

"Taking Opportunity Detroit to a national event like this will continue to charge the momentum Detroit is gaining as growing community of innovators that have chosen Detroit as their home," Dancsok said.

ArtPrize will hold live recording sessions at the house for a project that will be showcased during the international art festival in fall.

"A world-renowned confluence of talented people, innovative companies and emerging ideas, the SXSW is a really effective cross-media platform to reach the entire creative community, and the Michigan House at SXSW is a great vehicle to achieve that end," said Christian Gaines, executive director of ArtPrize.

The collection of Michigan-Made furniture, art and design is being curated by Middle West, made up of co-creator Ted Velie, designer Peter Jacob and event planner Jamie Kirby. The trio opened a two-day Grand Rapids pop-up store in September that drew 2,000 people and sold $10,000 of Michigan-made products, much of created by artists or small businesses.

"The creative electricity that we see everyday needs to be on display on a stage like SXSW," said Globe Vise and Truck owner Velie. "We've put on pop-up events around the state in hopes of letting people know the great things being made all around them. It's time to take that message national."

CWD Real Estate Investment, one of Grand Rapids' largest commercial developers, signed on as sponsor even though there may not be any direct benefit for the company.

Managing Partner Sam Cummings, who has never been to SXSW, said he immediately agreed to contribute the $5,000 sponsorship fee because ArtPrize's Gaines was asking.

Gaines made it clear the project is something of an experiment, but that is fine with Cummings.

"When it comes to things about promoting the city and the state, it's something we get excited about around here," Cummings said.

Shandra Martinez covers business for MLive/The Grand Rapids Press. Email her or follow her on Twitter @shandramartinez.