By Michael O'Connell Posted March 22, 2010, 2:49 PM EDT
AUSTIN, TEXAS Over the course of four days last week, thousands of local and vacationing hipsters descended on South by Southwest's Levi's/Fader Fort, the festival's largest unofficial event series and one of this year's most-talked-about lineups, which included performances by Bone Thugs-n-Harmony, Fool's Gold, and Local Natives.
Partners Levi Strauss and The Fader magazine brought on Lacy Maxwell Productions to turn the empty lot into their temporary party venue. Decor was once again heavy on old planks, rusty sheet metal, and denim to create the space's now signature combination of Old West atmosphere and dumpster-chic furnishings.
To woo its target consumer, Levi's also installed a temporary boutique. In between at least nine sets each day, guests could purchase customized jeans and handmade silkscreen prints from on-site artist Hit + Run. Other sponsors like Converse and Ray Ban also brought in select wares to sell to the crowd and give to artists passing there to perform or take in a show.