conceptual art

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.

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.

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.

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.

The DirecTV Guitar Center Sessions on the roof of the Starr Building also used illuminated signage.

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.

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.

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.

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.

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.

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.

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.

In a nod to the Lone Star State, the main bar at Absolut Texas launch featured a starry background with celestial projections.

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.

At the entrance of the Mashable House was a large lighting fixture built out of blue milk crates.

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.

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.

An intricate orange string installation covered the exterior of the SoundCloud Clubhouse’s setup on Rainey Street.

Tumblr created screen-saver-style banners with Internet iconography for its Tumblr House.

A plastic-wrap wall formed the front of the bar area, with only a narrow, horizontal strip of space through which the bartenders could communicate and pass drinks.