Our 20 Favorite Photos From the Wild, Tech-Filled SXSW 2018
Every year during SXSW Interactive, attendees have the opportunity to immerse themselves in pop-up environments based on the hottest shows, games, media brands and more. From technology showcases to marketing installations, it's a playground for curious fans and culture lovers.
Click through the galley for a glimpse of what the annual Austin-based festival had in store this year.
Skeletons snaking through Austin
'Not Hot Dog'
Funny or Die and HBO teamed up to create this "Not Hot Dog" installation at the Silicon Valley HQ in Austin last week.
It's based on a scene from the show Silicon Valley, in which character Jian-Yang creates an app that can identify photos of food -- but only as "hot dog" or "not hot dog."
'Three Comma Club'
Right at home
Paying homage to other futuristic films
On Sunday, March 11, Twitch and IMDb joined forces to stream interviews, game play, 1980s trivia and VR experiences to promote the Stephen Spielberg film Ready Player One, slated for a wide release next month. But they also had a physical installation at SXSW, which featured the DeLorean from Back to the Future -- the car of choice for character Parzival in the film's virtual-reality world. SXSW guests could sit in the car and even pose with a hoverboard.
Sixers in uniform
Some analog tech
Reliving the drama
Cable channel AMC took SXSW as an opportunity to promote its upcoming show The Terror, which follows a 19th-century British Naval crew on a deadly polar expedition.
The immersive installation gave guests the opportunity to experience some of the sensations the sailors would have encountered, from ice-cold tempoeratures to sounds of fellow crewmembers fighting to stay alive.
A chilling experience
Media brand Mashable brought the party at SXSW this year with drinks, music and dancing. This year's theme for the Mashable House was "Time Warp."
"This year, we're taking you on a nostalgia-fueled adventure," Mashable stated in an article ahead of the festival. "'Mashable House: Time Warp' will celebrate the old and the new, the real and the artificial. It's our way of acknowledging just how far we’ve come, and how far we have left to go."
'We're not playing the field, we're leveling it'
Dating app Bumble also had a pop-up at SXSW, which allowed visitors to walk through real-life manifestations of the app's three platforms: Bumble Bizz, Bumble BFF and Bumble Date. It was the app's biggest customer-facing activation to date, according to Adweek.
Speakers at the space, including Bumble CEO Whitney Wolfe, actress Gina Rodriguez, singer Keke Palmer, political commentator Sally Kohn and others, shared the goal of educating and empowering women and inspiring meaningful connections.
Ads in disguise
At SXSW, YouTube's footprint was devoted to educating marketers about the importance of making more engaging ads (of varying lengths) for an online audience.
An installation titled "The Greatest Stories Retold" in YouTube's Story HQ space in Austin transformed fairy tales into short-form stories.
Fully in control
It's magic, you know
Yet another sensory playground
A lullaby for tired SXSWers
SXSW is exhausting, but some lucky attendees incorporated rest into their event schedules. British-German composer Max Richter performed an eight-hour overnight composition titled "Sleep" at The Bass Concert Hall (from midnight to 8 a.m.), and Beautyrest provided mattresses. A piano, string, electronic and vocal ensemble lulled attendees to sleep. A writer for Austin360 documented his experience alternating between sleep and wakefulness.