It’s never a complete SX without some Longhorn action, and The University of Texas at Austin's Hook 'Em House painted Antone's in orange. The university's events/experience and marketing/communications teams collabed with Mowax Visual, AvecMode, and Palladium Production Services to elevate the campus experience. A neon tunnel amplified the school spirit.Photo: Ricky Clack
AUSTIN, TEXAS—Tech, film, music, education, healthcare, and creative industries descended upon Austin for SXSW March 7-15 to muse on the world’s latest innovations and progressive conversations. Those without an official badge could get a glimpse of the packed panels and podcast tapings through the festival’s livestream.
SXSW also introduced and promoted its inaugural SXSW London edition (June 2-7, 2025) with a double-decker bus in the exhibition hall.
With the festival wrapped up, the Austin Convention Center is now undergoing reconstruction and will reopen in 2029. So, what's next for SX while its anchor is out of commission? According to a release, SXSW 2026 will condense its run to seven nights, March 12-18. With the Austin Convention Center closing down for the next few years, the fest says it’s an opportunity to put new ideas into action, and that a shorter SX will give attendees more chances to be there for the entire run.
Meanwhile, SXSW Sydney, which premiered in October 2023, returns to Australia Oct. 19-25 this year.
Keep scrolling to see how returning brands remixed their experiential marketing and how SXSW newbies made themselves stand out among the crowd...
Dubai's Museum of the Future
Dubai's Museum of the Future made its SXSW debut with a five-day immersive pop-up produced and designed by Czarnowski Collective.
Photo: Courtesy of Museum of the Future
The event lured over 25,000 visitors and 632,000 interactions through its social media hashtag.
Photo: Courtesy of Museum of the Future
The event gave away 30,000 viral pistachio kunafa chocolates by FIX Dessert Chocolatier; projected an elemental-inspired, AI-powered installation produced by Refik Anadol Studio; and hosted talks about the intersections of space, food, and more.
Photo: Courtesy of Museum of the Future
“We wanted to reflect the innovative, diverse, and inclusive nature of our society," said Majed Al Mansoori, executive director of the Museum of the Future. "We gave our guests an artistic, acoustic, cultural, and culinary taste of Dubai. Giving is an integral aspect of Emirati culture, so we consciously decided to open the activation to the public for free and SXSW badge holders.”
Photo: Courtesy of Museum of the Future
Prime Video's 'Holland' Premiere
The Nicole Kidman-starring Prime Video project Holland premiered at SXSW on March 9 at the Paramount Theatre before its March 27 streaming release. Eager fans caught a glimpse of the story’s idyllic tulip-filled setting thanks to 15|40 Productions, who replicated a Holland, Mich., Main Street-style backdrop with a windmill, clog store, and peanut shop.
Photo: Line 8 Photography
TV fans could also get into the Holland spirit earlier that week at the Prime Video Amazon Originals activation at Hotel San José. The event immersed guests in the world of women-led Prime Video shows and movies.
Photo: Robin Marchant/Getty Images for Prime Video
The Holland section featured a take-home poster and tulip and a flower wall photo opportunity.
Photo: Robin Marchant/Getty Images for Prime Video
Uber x Waymo Partnership Celebration
Uber used SXSW to launch its autonomous driving partnership with Waymo. Ahead of the launch, Uber sent teaser emails urging Austin riders to “experience the ride of the future.”
Photo: Getty
The brands marked their collaboration with an invite-only sunset celebration on March 10 at The High Road on Dawson. Country singer Megan Moroney performed while Terry Black’s BBQ served free food.
Photo: Getty
A bandana station tapped into the whimsical, Western-inspired decor designed and produced by David Stark Design and Production.
Photo: Getty
Rolling Stone’s 'The Future of Music'
Rolling Stone’s third annual "The Future of Music" showcase took over ACL Live at the Moody Center with free public shows that attracted blocks-long lines of over 16,000 fevered concertgoers. The series coincided with "The Future of Music" print issue magazine release, a split run with four individualized covers featuring headliners Benson Boone, Megan Moroney, Ivan Cornejo, and Rema.
Photo: Samantha Tellez for Rolling Stone
Rolling Stone kept the production and design in house but tapped Austin’s Shorty’s Wraps for external-facing branding and ILIOS Production Design for audiovisual. Event partner electric vehicle manufacturer Rivian ran videos of its limited-edition California Dune Edition R1S and R1T between sets while Bardstown Bourbon Company served complimentary cocktails. iHeartMedia and Colossal were also official showcase partners.
Photo: Salihah Saadiq for Rolling Stone
JBL Sound Bodega
JBL also backed Rolling Stone’s The Future of Music showcase and used SXSW to debut its new Flip 7 and Charge 6 portable speakers with its activations. ASA handled fabrication.
“When it came to celebrating the Flip 7 and Charge 6 launch, we wanted to create a 360, immersive activation that allowed fans to fully experience the products and their new features firsthand. And launching them at SXSW was the perfect time to do that across multiple events and special moments,” said Chris Epple, HARMAN International vice president of marketing, Americas.
“When it came to celebrating the Flip 7 and Charge 6 launch, we wanted to create a 360, immersive activation that allowed fans to fully experience the products and their new features firsthand. And launching them at SXSW was the perfect time to do that across multiple events and special moments,” said Chris Epple, HARMAN International vice president of marketing, Americas.
Photo: Rick Kern
“Open to all at SXSW, we saw over 5,000 people show up for JBL activations across the JBL Sound Bodega at 3TEN, JBL Campus at UT Austin, and the JBL Truck outside of the Austin Convention Center," Epple said. "We were able to showcase the speakers’ full capability with the first-ever Auracast concert via Auracast technology.”
Photo: Rick Kern
Lush Cosmetics’ 'Bloom a New Day'
Lush Cosmetics, which famously deactivated its social media accounts due to mental health impacts, took another societal stance during SXSW with “Bloom a New Day,” an interactive experience aimed at increasing school shooting activism.
Photo: Courtesy of Lush
The public activation ran March 9 and 10 outside 522 E. Sixth St. and counted over 2,000 attendees. Lush partnered with Change the Ref to recreate a school classroom and bus in the context of normalized violence.
Photo: Courtesy of Lush
“Bloom a New Day” supported the “Lawsuit for Survival” filed by Global Action on Gun Violence on behalf of Manuel and Patricia Oliver, whose son Joaquin died in the Parkland school shooting. Additionally, Lush raised funds through sales of the Sonflower Bath Bomb, inspired by the Valentine’s Day flowers Joaquin brought to school for his girlfriend the day of the Parkland shooting.
The event was conceptualized in house with support from Mecca Design.
The event was conceptualized in house with support from Mecca Design.
Photo: Courtesy of Lush
Paramount+’s The Lodge
After a stop at Lake Tahoe, Paramount+’s The Lodge landed at SXSW for its third year.
Photo: Getty for Paramount+
The streamer tapped 15|40 Productions to transform the three-story Clive Bar into a four-day immersion of popular title vignettes. KAP Media wrapped the city in strategic promotional posters.
Photo: Getty for Paramount+
“Whether it's surviving the wilderness with Yellowjackets, stepping into the arena with Gladiator II, or traveling back in time to the rugged frontier world of 1923, this year, we pushed the boundaries with unique, interactive spaces that bring our content to life, ensuring fans walk away with unforgettable memories, shareable experiences, and a deeper connection to the stories and characters they love," said Michelle Garcia, executive vice president of consumer marketing for Paramount+.
Photo: Getty for Paramount+
The event also beckoned guests to navigate a mirror maze inspired by Happy Face, pose for pictures with a Star Trek: Strange New Worlds backdrop, and walk the “kill room” from Dexter: Original Sin.
Photo: Getty for Paramount+
The University of Texas at Austin's Hook 'Em House
It’s never a complete SX without some Longhorn action, and The University of Texas at Austin's Hook 'Em House painted Antone's in orange. The university's events/experience and marketing/communications teams collabed with Mowax Visual, AvecMode, and Palladium Production Services to elevate the campus experience. A neon tunnel amplified the school spirit.
Photo: Ricky Clack
A basketball court covered the entire first floor. More than 5,900 guests stopped by the house to experience event partners like Armadillo World Headquarters, 47 Brand, Raising Cane's, Snoopslimes, Kendra Scott, and Tiff's Treats, and to listen to panels about the campus’ innovations and initiatives.
Photo: Ricky Clack
“The themes that guide the conference guide the university, and we were thrilled to integrate Longhorn pride into such an important event for our city,” said Courtney Young, the university's chief experience officer.
Photo: Ricky Clack
Create & Cultivate Future Summit
Create & Cultivate’s first SXSW event, The Future Summit, drew over 8,000 public RSVPs to Austin’s Assembly Hall, with some arriving at 6:45 a.m. to guarantee their admission.
Photo: Becki Smith of Smith House Photo
The March 9 event’s title sponsor, Chase Ink, cemented its summit partnership with the on-site Ink Marketplace, featuring local and thoughtfully curated female-founded small businesses under the Chase umbrella.
Marina Middleton, CEO of Create & Cultivate, knows her commitment to strategic event activations has fueled the brand’s devoted following. “Our goal is to create a win-win experience, helping brands connect with their target audience—women with buying power, decision-makers, and influencers—while driving measurable results, from lead generation to brand awareness,” she said. “Through every partnership, we remain committed to elevating women and amplifying the brands that support them.”
Marina Middleton, CEO of Create & Cultivate, knows her commitment to strategic event activations has fueled the brand’s devoted following. “Our goal is to create a win-win experience, helping brands connect with their target audience—women with buying power, decision-makers, and influencers—while driving measurable results, from lead generation to brand awareness,” she said. “Through every partnership, we remain committed to elevating women and amplifying the brands that support them.”
Becki Smith of Smith House Photo
For the Austin event, activations lined the bustling outside perimeter, including hair extension color matching by Bellami, aura readings by Olly, cocktails by 21 Seeds, a vending machine by Cherub, complimentary headshots and recruitment lounge by Zillow, and nonalcoholic wine tastings by FRE.
Create & Cultivate pulled furniture rentals from Party at the Moontower and tapped TSV Sound & Vision for audiovisual, Remi + Gold for florals, and Crave Catering for food and beverage execution.
Create & Cultivate pulled furniture rentals from Party at the Moontower and tapped TSV Sound & Vision for audiovisual, Remi + Gold for florals, and Crave Catering for food and beverage execution.
Photo: Becki Smith of Smith House Photo
Hulu’s 'Deli Boys' Truck
Deli Boys premiered on March 6, the eve of SXSW’s kickoff, making Austin’s downtown sidewalks the perfect place for a public interactive touchpoint. A country-crossing food truck was transformed into ABC Deli, the show’s main set, to promote the launch. Passersby could grab a snack, snap a photo, and get free swag.
Photo: Benjamin Tijerina
Show stars Asif Ali and Saagar Shaikh also dropped by to sign pictures and greet fans. The brand experience team at Allied Global Marketing produced the activation, with collateral support from Onyx Collective and 20th Television. The full Deli Boys tour includes stops in New York and Chicago.
Photo: Benjamin Tijerina
Coca-Cola's Sips & Sounds Music Festival
Same event, new location: Coca-Cola’s Gen Z-driven Sips & Sounds concert series relocated to Auditorium Shores for its third SXSW iteration, booking Austin’s C3 Presents to oversee festival production and Momentum Worldwide for activations. The two-day ticketed series sold out with 30,000 attendees for headliners Halsey, Benson Boone, Khalid, AJR, and Suki Waterhouse.
Photo: Charles Reagan for Sips & Sounds
Vox Media
The official Vox Media Podcast Stage and premier sponsor Smartsheet held their second annual SXSW run March 8-10, alongside the adjacent Smartsheet Café. Vox Media’s internal experiential team led logistics and production, supported by fabrication partners WSE Event Agency and SXSW’s official AV team, Freeman.
Photo: Vox Media/Getty Image
The cafe served over 400 SXSW attendees per day with complimentary caffeine and drinks between live tapings by the likes of Esther Perel and Gabby Thomas.
“A cafe at my fingertips—that also made great craft coffee drinks—created a seamless flow to and from our ballroom and data capture to unlock the complimentary drink,” said Tara Reilly, Vox Media's vice president of experiential. She added, “It’s important that when we incorporate sponsors, we not only provide a beautifully designed and engaging activation but that the brand itself doesn’t get lost in the messaging."
“A cafe at my fingertips—that also made great craft coffee drinks—created a seamless flow to and from our ballroom and data capture to unlock the complimentary drink,” said Tara Reilly, Vox Media's vice president of experiential. She added, “It’s important that when we incorporate sponsors, we not only provide a beautifully designed and engaging activation but that the brand itself doesn’t get lost in the messaging."
Photo: Vox Media/Getty Image
FX’s 'Alien: Earth'
The Alien franchise’s next iteration crash-landed in the heart of Austin. Alien: Earth debuts on FX this summer, and the streamer used SXSW as a key component in its 360 promotional campaign. Alien: Earth's “The Wreckage” opened to the public and featured a crashed space vessel and escaped specimens.
Photo: Mat Hayward/Getty Images for FX
Laboratory actors scanned incoming guests, guiding them through key discovery moments before ultimately revealing a Xenomorph.
Photo: Mat Hayward/Getty Images for FX
SXSW was the first of three immersive engagements that will pop up in the months before the show’s premiere. Before SXSW, FX teased the extraterrestrial arrival on YouTube.
Photo: Mat Hayward/Getty Images for FX
VTProDesign produced the event, including collateral materials designed by the FX print team, while MadeFirst fabricated the build. KAP Media’s building ad signaled the activation’s location. The FX design, visual effects, content, and editorial teams designed the event screen content.
Photo: Courtesy of FX
Whataburger Museum of Art
Whataburger brought its digital Whataburger Museum of Art (WMOA), originally an Instagram fan art gallery, to life for the first time inside Wanderlust Wine Co. for three days. After an invite-only preview on March 7, the public got a taste of the fanfare on Saturday and Sunday.
Photo: Courtesy of Whataburger
The WMOA played homage to the chain’s 75th anniversary, featuring imaginative paintings and nail art. The Whataburger Day Dot Room allowed fans to cover a white restaurant interior with bright Whataburger “Day Dot” stickers.
Photo: Courtesy of Whataburger
The Table Tent Mugshot Wall allowed attendees to snap a pic with and take home a specialty 75th Anniversary + SXSW 2025 table tent, available exclusively at the WMOA experience.
Photo: Courtesy of Whataburger
The Whataburger food truck served over 200 Whataburger Monterey Melts, while the WMOA welcomed over 6,500 guests. “When people express their love for Whataburger through art, the answer is this celebration of creativity and community. It’s inspiring, and I hope it continues growing," said Whataburger CEO Debbie Stroud.
Photo: Courtesy of Whataburger
McGarrah Jessee, in partnership with Acceleration and Pink Sparrow, created and curated the WMOA exhibition at SXSW.
Photo: Courtesy of Whataburger
YouTube
YouTube solidified its content dominance with multiple events across SXSW. From March 7-11, the YouTube Destination Center at the Austin Convention Center helped guests refuel with coffee and cookies and recharge their devices while YouTube creator videos played across paneled screens. Attendees could also snap a fan pic inside a Hot Ones-inspired photo booth.
Photo: Courtesy of YouTube
The Destination Center was designed and produced by Good Sense & Company.
Photo: Courtesy of Good Sense & Company
YouTube and Variety teamed up to host the inaugural Variety Podcasting Brunch at Austin Proper Hotel. The brunch was headlined by a podcast live taping and panel with Sean Evans (host of Hot Ones) and others. YouTube also made its thought leadership known across panels, with executives attending official SXSW programming and The Female Quotient’s Equality Lounge at the Waller Creek Boathouse.
Photo: Mat Hayward/Variety via Getty Images
iHeartPodcast Awards
“Podcast” may have been the biggest SXSW 2025 buzzword, and the iHeartPodcast Awards culminated their prominence. “Podcasters are the new, most effective, and engaging influencers out there,” said Conal Byrne, CEO of iHeartMedia’s Digital Audio Group. Now in its seventh year, the award show welcomed SXSW badge holders and invited guests to ACL Live at the Moody Center. The event welcomed 800 attendees and tens of thousands over broadcast streams on iHeartRadio, YouTube, Facebook, and AXS TV.
Event sponsor Audible hosted the winners' circle and presented the Audible Audio Pioneer Icon Award; Lenovo backed the Best Technology Podcast Award; and Wild Turkey Bourbon served complimentary cocktails.
Event sponsor Audible hosted the winners' circle and presented the Audible Audio Pioneer Icon Award; Lenovo backed the Best Technology Podcast Award; and Wild Turkey Bourbon served complimentary cocktails.
Photo: Getty Images for iHeartRadio
Gorton’s Shrimp & Cocktail Party
Gorton’s Seafood took over Rainey Street’s Parlor Room for a pun-packed, shrimp shack-inspired public party produced by Connelly Partners and COLLiDE Agency. Gorton’s used SXSW to connect a new generation to its 175-year heritage. The influencer strategy centered on Shay Spence (pictured), who led cooking demos while over 60 influencers shared content from the event.
“We wanted to drive awareness of our growing shrimp portfolio and present the brand through an engaging, unexpected lens,” said senior integrated marketing manager Susie Siegel. “We couldn't think of a better way to achieve those goals than by bringing the sea to Austin.”
“We wanted to drive awareness of our growing shrimp portfolio and present the brand through an engaging, unexpected lens,” said senior integrated marketing manager Susie Siegel. “We couldn't think of a better way to achieve those goals than by bringing the sea to Austin.”
Photo: Kelly Van Wart, courtesy of Connelly Partners
The strategy worked, baiting 3,500 attendees to this first-time event over two days. Abby Peterson, associate creative director and brand activation specialist at Connelly Partners, added, “We transformed the venue, painting the bar yellow, building a massive ship’s helm entry, and hosting 16 live music acts. The crowds were constant, enjoying photo ops, social challenges, and custom retro-style merch that all tied the seafood shack aesthetic with a playful fusion of Austin’s vibrant energy.”
Photo: Kelly Van Wart, courtesy of Connelly Partners
SHE Media Co-Lab
The SHE Media Co-Lab returned to Austin for three days of women’s health conversations and activations. “Since launching our flagship women’s health brand, Flow Space, at SXSW in 2023, women’s health has emerged as one of the most defining issues of our time," said Samantha Skey, CEO of SHE Media. "From menopause visibility to other crucial topics, these conversations are making global headlines.”
Photo: Courtesy of SHE Media
The attendance numbers matched Skey’s sentiments. The event galvanized over 6,000 visitors, up from 4,700 last year, opening its doors to public online registrants while prioritizing SXSW badge holders. The panel roster included celebrities, thought leaders, and medical experts like Katie Couric, Naomi Watts, Chelsea Handler, Scott Galloway, Dr. Jessica Shepherd, and Dr. Pooja Lakshmin, while activations abounded.
Among the free activations were Lifeway Foods, who supplied daylong samples; Alloy Women’s Health’s coffee cart with a “shot" of menopause advice; Edward Jones’ headshots and portrait studio; and plusOne’s sexual health giftings. SHE Media partnered with Austin-based contractors Independent Event Creatives to co-produce and lead audiovisual.
Among the free activations were Lifeway Foods, who supplied daylong samples; Alloy Women’s Health’s coffee cart with a “shot" of menopause advice; Edward Jones’ headshots and portrait studio; and plusOne’s sexual health giftings. SHE Media partnered with Austin-based contractors Independent Event Creatives to co-produce and lead audiovisual.
Photo: Courtesy of SHE Media
Inc. Founders House x Fast Company Grill
Fast Company Grill and Inc. Founders House collaborated with 14B Marketing to bring their neighboring, multiday, business-focused immersions back to Austin. Both concurrent events were open to public online registrants (with the latter welcoming founders and entrepreneurs); the legacy events remain popular, charting 3,000 attendees each. The loaded speaker lineup included Chelsea Clinton and Seth Rogen.
Photo: Getty Images for Inc.
At the Audible Listening Bar, guests grabbed headphones to listen to excerpts from the latest Audible Original podcast, The Unusual Suspects with Kenya Barris and Malcolm Gladwell (who also recorded a live episode with Brene Brown at the convention center). Presenting sponsor Canva helped people discover their brand ID and take home a custom-made hat.
Both events tapped ASA for stage builds, Loot and Strong Events for furniture, Thriving Botanicals for florals, ILIOS Production Design for lighting and visuals, Nomad Sound, and Corporate AV for livestreaming.
Both events tapped ASA for stage builds, Loot and Strong Events for furniture, Thriving Botanicals for florals, ILIOS Production Design for lighting and visuals, Nomad Sound, and Corporate AV for livestreaming.
Photo: Courtesy of Fast Company
Fiji Airways’ Fiji House
Cultural immersion took center stage at Fiji Airways’ Fiji House at The Belmont on March 14 and 15. The day-to-night jubilee featured traditional Meke dance performances, an authentic kava ceremony led by Fijian warriors, and sounds by Fiji’s InsideOut. Headlining performances included Twin Shadow, Aly & AJ, Snacktime, Maz, Beth McCarthy, Laila!, and more. A handful of the 4,460-plus attendees also won vacation packages to the Southern Pacific paradise. Artist for Artist curated the lineup, and SHW produced the activation.
“The success of Fiji House reinforces that Fiji is more than a destination—it’s a feeling, and we are thrilled to have shared it with the world," said Akuila Batiweti, chief customer officer for Fiji Airways. "With our nonstop flights to Los Angeles, San Francisco, and the newly launched flights to Dallas, it is now easier than ever to get to Fiji.”
“The success of Fiji House reinforces that Fiji is more than a destination—it’s a feeling, and we are thrilled to have shared it with the world," said Akuila Batiweti, chief customer officer for Fiji Airways. "With our nonstop flights to Los Angeles, San Francisco, and the newly launched flights to Dallas, it is now easier than ever to get to Fiji.”
Photo: Courtesy of Fiji Airways
