With so many brands vying for the attention of busy festivalgoers at this year's South by Southwest, marketers had to do more than simply host an event to make an impression. Beyond giveaways and performances, companies like Tumblr, Facebook, xoJane.com, and Comedy Central used unusual visuals and activities to stand out, integrating products, technology, and sponsors into the design of their activations.
From plants embedded in speakers and kegs used as a DJ booth to projections of selfies and screen-saver-style banners, here's a look at some of the most inspiring decor ideas from SXSW events.
Extending the green theme of the Spotify House, Austin-based Articulture Designs created a musical living wall, embedding air plants and greenery in speakers and instruments that were mounted on the wall.
Photo: Nadia Chaudhury/BizBash
Event production agency MKG brightened up a dark room using neon masking tape and ultraviolet lighting, creating an edgy, Pop Art-inspired look for the party for online magazine xoJane.com. Upstairs, guests were encouraged to take selfies with mirrors; images were printed by the Bosco to add onto the Shameless Selfie wall and were projected in the main room.
Photo: Nadia Chaudhury/BizBash
Succulents were everywhere at this year's festival, including at AT&T’s SXSW Lounge, American Express’s the Serve Station, and the Fast Company Grill (pictured), where the greenery filled a branded planter inside a crate that was used as a table.
Photo: Nadia Chaudhury/BizBash
Marquee-style signage also appeared at a number of events and promotions. At the Funny or Die Clubhouse/Facebook Pop-Up headquarters, an oversize version of Facebook's Like symbol stood on the porch.
Photo: Nadia Chaudhury/BizBash
The DirecTV Guitar Center Sessions on the roof of the Starr Building also used illuminated signage.
Photo: Nadia Chaudhury/BizBash
To take full advantage of the space at Palm Park for IFC's Fairgrounds activation—and match the TV network's “Always on. Slightly off” branding—Lead Dog Marketing Group created a lounge inside the empty pool dubbed the Deep End Theater. Pool floats and loungers served as furniture, and the Alamo Drafthouse curated screenings of pop-culture moments for entertainment.
Photo: Nadia Chaudhury/BizBash
A purple color scheme blanketed Yahoo’s weeklong takeover of Brazos Hall and was used in everything from the uplighting to the plexiglass panels behind the stage. Organizers used large signage with Yahoo typography to divide the space into distinct sections and streamline the user experience of its products. In one corner, Humans of New York photographer Brandon Stanton’s work was exhibited on the venue's existing structure.
Photo: Nadia Chaudhury/BizBash
Taking a cue from presenting sponsor Converse, the Fader Fort was marked by a black-and-white color scheme, from the wheat-pasted slogan-filled posters covering the interior walls to sneakers that hung from the ceiling.
Photo: Nadia Chaudhury/BizBash
For a retro vibe, one corner of the Fader Fort held an installation of old TV sets displaying a live feed from cameras placed beside it.
Photo: Nadia Chaudhury/BizBash
At the Dickies Roadhouse presented by Amazon, brand imagery was mixed with tool- and musical-instrument-shaped silhouettes on pegboards, which served as photo backdrops as well as themed space dividers.
Photo: Nadia Chaudhury/BizBash
3M showcased its products at the 3M Idea Exchange Lounge through decor and furniture. A bench was created using the brand’s dichroic film, with an acrylic shimmer finish.
Photo: Nadia Chaudhury/BizBash
Texas Forever was the theme at the Absolut Art Bar’s launch of Absolut Texas, the vodka brand’s newest flavor. Artwork from Cruz Ortiz lined the walls and bars.
Photo: Nadia Chaudhury/BizBash
In a nod to the Lone Star State, the main bar at Absolut Texas launch featured a starry background with celestial projections.
Photo: Nadia Chaudhury/BizBash
The Airbnb Park offered a place of relaxation away from the hubbub of SXSW. In addition to the V.I.P. pop-up lounges designed by featured musical artists, the park included custom-built picnic benches with padding, lounge furniture, blankets, and Astroturf.
Photo: Nadia Chaudhury/BizBash
At the entrance of the Mashable House was a large lighting fixture built out of blue milk crates.
Photo: Nadia Chaudhury/BizBash
In honor of the then-upcoming St. Patrick’s Day, Comedy Central held its own Kegs and Eggs brunch. Organizers scattered customized kegs marked with the event’s hashtags throughout Pelons & Bar; kegs also formed the DJ booth.
Photo: Nadia Chaudhury/BizBash
The Midnight Moon Moonshine Saloon at Willie Nelson’s Heartbreaker Banquet in Luck, Texas, took over the town’s opry house and created a rustic atmosphere. Mason jars weighted with sand and candles were suspended over the bar and strung from hanging window frames.
Photo: Nadia Chaudhury/BizBash
An intricate orange string installation covered the exterior of the SoundCloud Clubhouse’s setup on Rainey Street.
Photo: Nadia Chaudhury/BizBash
Tumblr created screen-saver-style banners with Internet iconography for its Tumblr House.
Photo: Nadia Chaudhury/BizBash
