One of SXSW’s most popular houses was this writing instrument-centric studio from the Newell Brands company, highlighting its Sharpie and Paper Mate brands at downtown Austin bar Icenhauer’s. It was produced by Coffee Labs and ZENO. The "Let’s Get Creative" campaign centered on Sharpie’s new Creative markers and Paper Mate’s new gel pens.Photo: Courtesy of Sharpie x Paper Mate
AUSTIN, TEXAS—Austin’s biggest festival and conference, South by Southwest, took place March 8-16, drawing nearly 300,000 attendees to the city's epicenter to partake in the sprawling interactive film and music conference.
Compared to previous years, this year’s SXSW had a slightly more laid-back feel. Notably, some bigger companies like HBO opted not to host public-facing events, while others, like Netflix, shifted to more focused engagements. Many of the activations chose to prolong their time in the city, extending longer than the festival's typically jampacked first three days. First-time SXSW activator Pourri, for example, chose to host its events during the tail end of SXSW, using the comparatively less busy period to engage with festivalgoers.
Elsewhere, returning brands like Amazon Prime, Audible, and Porsche did what they did best to engage with attendees, leaning into attention-grabbing programming, share-worthy sets, and plenty of interactive photo ops. Here’s a look at some standout activations and events from SXSW 2024.
![Sharpie x Paper Mate Studio](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Sharpie_Studio_House.65fcdf34ca957.png?auto=format%2Ccompress&q=70&w=400)
![The highly colorful space included two interactive rooms. The Sharpie Interactive Closet allowed people to draw their designs on white baseball caps using the product.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Sharpie_Interactive_Closet.65fc604fa9ff5.png?auto=format%2Ccompress&q=70&w=400)
![And then the Paper Mate Joy Lounge had mailable postcards so people could write messages to friends and family. A backyard space, meanwhile, hosted programming like workouts and a Q&A with Mindy Kaling.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Mindy_Paper_Mate_Joy_Lounge.65fc60574414b.png?auto=format%2Ccompress&q=70&w=400)
![Attendees were given clear pouches with pens and a drink card where they were encouraged to draw their desired drink to give to the bartender who’d make it for them. These drink tickets were then taped to a wall.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Creative_Cocktail_Bar.65fc6060bcce9.png?auto=format%2Ccompress&q=70&w=400)
![The vibrant space featured colorful details such as jewel-toned soft bar stools; bold strips of colors lining pathways and window/door frames; floral illustrations; and, of course, plenty of pens and markers everywhere. People were encouraged to color in the outline mural in the front of the space, as well as create their own coasters.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Creativity_Workout_Host.65fc6068e94a3.png?auto=format%2Ccompress&q=70&w=400)
![Prime Video’s 'Fallout'](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/2069276248.65fc5bb3354c5.png?auto=format%2Ccompress&q=70&w=400)
![The alfresco space had a tunnel entrance, actors playing town people, and built-out areas of exploration like the dentist’s office or the sundries shop. The decor leaned into the post-apocalyptic theme with rusted tin, dried floral arrangements, draped netting, and a retro television at the bar.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/2069276260.65fc5b3b0bd9d.png?auto=format%2Ccompress&q=70&w=400)
![Attendees were able to play games such as the Arms Dealer, where they had to shoot items, or the taxidermy lasso area to win bottle caps; they could also participate in a photograph-based scavenger hunt to win items. The food and drinks stemmed from the show, such as the Fancy Lad Snack Cakes, and cocktails like the Rum and Nuka Cola (a reference to the canned soda from the show). During the press and VIP preview of the activation, the cast and crew were on hand to preview a scene from the show.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/2069276246.65fc5b373fcb7.png?auto=format%2Ccompress&q=70&w=400)
![Porsche Full Service](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/_DOC5974.65fc6bc6e5fa9.png?auto=format%2Ccompress&q=70&w=400)
![Guests walked through a beverage display door, then through the car wash, and ended up in the main area with many Route 66 references. There was a motel wall where doors showcased various sensory components of the cars, such as the rearview mirrors and hanging scented car fresheners. Then there was the garage area with tire decor and a display car featuring a stage for live music performances and an electric bicycle product. Another space featured arcade video games, like the brand's collaboration with the video game Overwatch 2 and a life-size figure from the game. Another post office space, which highlighted cities that the Porsche Travel Agency covers, let people write and mail postcards.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/_DOC5905.65fc6bc698c2c.png?auto=format%2Ccompress&q=70&w=400)
![The colors for each section stemmed from Porsche-branded hues, from the blue store space to the green car wash to the purple motel.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/_DOC6437.65fc6bc9b9b9a.png?auto=format%2Ccompress&q=70&w=400)
![The Audible Sound Experience Carnival](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/DSCF6231.65fc676deaa2c.png?auto=format%2Ccompress&q=70&w=400)
![On the ground level, attendees could play various carnival games that highlighted Audible genres. After collecting stamps on a card, they were able to redeem it for prizes such as apparel or Fire Sticks. There was also a listening wall with headphones set up so that people could listen to various shows.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/DSCF6848.65fc67e44b17f.png?auto=format%2Ccompress&q=70&w=400)
![The carnival’s opening night was the After Dark Party hosted by Brooklyn creative collective House of Yes with a performance by The Knocks.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/DSCF6910.65fc67e5af6b9.png?auto=format%2Ccompress&q=70&w=400)
![Shipt's Street Marketing Campaigns](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Shipt_Selects_12.65fc686e03cfb.png?auto=format%2Ccompress&q=70&w=400)
![Paramount+’s The Lodge](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/unnamed_15.65fc5e43d754d.png?auto=format%2Ccompress&q=70&w=400)
![The two-level space featured areas dedicated to various programs from the subscription service, such as the vibrant pink speakeasy bar with a specialty cocktail, candy, and a book prop from the new Mean Girls film. There was also a sports bar with games and displayed jerseys, plus a ski lift per the theme.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/unnamed_2.65fc5e43a5e22.png?auto=format%2Ccompress&q=70&w=400)
![Photo ops allowed guests to post in the USS Discovery shop from Star Trek: Discovery (which also offered a keychain trinket) or create their own 'wanted' poster with a chosen alias in the Western-themed speakeasy for Lawman: Bass Reeves. Attendees were also able to get airbrushed tattoos featuring images from various Paramount shows and movies in the Ink Master chair.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/unnamed_8.65fc5e43cedee.png?auto=format%2Ccompress&q=70&w=400)
![There was a hotel check-in desk setup for one of its new shows, Gentleman in Moscow, where guests were given a key and told to speak to the bellboy—who told them to go to the bar with their key to get a secret free drink.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/unnamed_4.65fc5e43afd2b.png?auto=format%2Ccompress&q=70&w=400)
![Paramount+’s Building Wraps](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/KAP_Fairmont_Drone_ALL.65fc7e94d5050.png?auto=format%2Ccompress&q=70&w=400)
![Hook ‘Em House](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Hook_Em_House_Matt_Lief_Anderson_6081.65fc658375540.png?auto=format%2Ccompress&q=70&w=400)
![Centered on the motto “What Starts Here Changes the World,” there were daily panels with alumni and professors, nightly concerts and DJ sets, art installations, college basketball watch parties, and even a parade by the official marching band through downtown Austin leading into the venue.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Hook_Em_House_Matt_Lief_Anderson_6536.65fc6583c09ec.png?auto=format%2Ccompress&q=70&w=400)
![The entrance hallway featured neon lights on the ceiling as well as a chair area where guests could get custom laces added to their shoes. The interior leaned into the college aesthetic, with the school’s official burnt orange and white colors everywhere, the floor mimicking a basketball court, a large photo mural of the campus, and the hallways leading to the bathrooms decked out to look like locker rooms.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Hook_Em_House_Matt_Lief_Anderson_09908.65fc6586cf41e.png?auto=format%2Ccompress&q=70&w=400)
![The LaCroix House](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/IMG_3031.65fc6a2513198.png?auto=format%2Ccompress&q=70&w=400)
![The bar focused on mocktails (no alcohol here!) using LaCroix flavors such as mojito-mint and guava. There was also an outdoor swag station covered in metallic and pastel tassels, which offered giveaways like pins, tote bags, and caps.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/IMG_3009.65fc6a950974e.png?auto=format%2Ccompress&q=70&w=400)
![Marshall Funhouse](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/PGH07623_Enhanced_NR.65fc6e7d7c66d.png?auto=format%2Ccompress&q=70&w=400)
![For food, there were Austin pop-ups Bad Larry Burger Club with smash burgers and Zee’s Wiener System with Rhode Island-style hot dogs. An indoor section featured a record store run by Austin shop Breakaway Records, as well as informational tables by nonprofits Sims Foundation and Women in Vinyl. Artists performing at the house were also able to get customized earplugs.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/PGH06674_Enhanced_NR.65fc6e708a4f8.png?auto=format%2Ccompress&q=70&w=400)
![Pourri’s VIP Bathrooms](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/IMG_3779.65fc71f55dcfc.png?auto=format%2Ccompress&q=70&w=400)
![Pourri’s Funk Factory](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/2087309151.65fc72f3682f6.png?auto=format%2Ccompress&q=70&w=400)
![Downstairs at Speakeasy hosted live musical performances and DJ sets, including one by Janelle Monáe and another by Questlove.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/2084794246.65fc72ed66b7a.png?auto=format%2Ccompress&q=70&w=400)
![Pourri’s The Camp Funk Experience](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Screenshot_2024_03_21_at_1.10.42___PM.65fc947b2684d.png?auto=format%2Ccompress&q=70&w=400)
![Staffers were dressed up like camp counselors, and comedian Jay Chandrasekhar was on the scene competing in hot dog-eating and beer-chugging contests with fans.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Screenshot_2024_03_21_at_1.11.17___PM.65fc947abd391.png?auto=format%2Ccompress&q=70&w=400)
![Tide Evo](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/evo_activation_.65fc93c5884ef.png?auto=format%2Ccompress&q=70&w=400)
![Through a laboratory set, members of the brand's research and development team demonstrated how the detergent worked in action. This included disintegrating the tab in water and showing how it cleans a strip of white fabric doused in red chili oil. Attendees were also given samples of the detergent, which hasn't yet been released.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/evo_activation_2.65fc93cb7e852.png?auto=format%2Ccompress&q=70&w=400)
![The physical space also included a station showcasing various Tide scents, lots of its signature blue and orange colors, and two photo ops—one mimicking how the tab cleans with floating bubbles, and an outdoor one showcasing the strips of fabric.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/evo_activation_4.65fc93d2a07cc.png?auto=format%2Ccompress&q=70&w=400)
![Reddit at SXSW](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/1._Reddit_x_Two_Hands.65fc7436d96aa.png?auto=format%2Ccompress&q=70&w=400)
![Along with programming, the space served food and drinks that were recommended by fellow Redditors.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/4._Reddit_x_Two_Hands011.65fc7436bef6a.png?auto=format%2Ccompress&q=70&w=400)
![The Delta Lounge at SXSW](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/delta_sxsw24_0692_dot.65fc689a98f7f.png?auto=format%2Ccompress&q=70&w=400)
![For the public, there was the Delta Lounge, which had taken over downtown restaurant Estelle’s and was produced by Red Velvet. The entire space was transformed with the airline’s signature red and blue colors, from red florals to blue plush seating, as well as with vintage Delta travel posters. To showcase Delta’s flight footprint and its partnership with Starbucks, there was a daily coffee happy hour. The Starbucks Global Magic House featured daily international drinks that aren’t available in the United States, such as the dulce de leche latte, which is available in Latin American and Caribbean countries.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/delta_sxsw24_dot_3564.65fc699e524f0.png?auto=format%2Ccompress&q=70&w=400)
To showcase Delta’s flight footprint and its partnership with Starbucks, there was a daily coffee happy hour. The Starbucks Global Magic House featured daily international drinks that aren’t available in the United States, such as the dulce de leche latte, which is available in Latin American and Caribbean countries.
![Attendees were able to visit the Gifting Salon—which also showcased vintage Delta crew apparel—and pick out one piece of clothing branded specially for the event. Options included a sweatshirt, hoodie, or hat.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/skymiles_lounge_kt_dsc08657.65fc699eb8a26.png?auto=format%2Ccompress&q=70&w=400)
![50th Anniversary of 'The Texas Chain Saw Massacre'](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Ed_Guinn.65fc7af6ad886.png?auto=format%2Ccompress&q=70&w=400)
![ICON’s Domus Ex Machina](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Domus_Ex_Machina_SXSW_Phoenix_Printer_by_Roger_Ho.65fc7be9cc064.png?auto=format%2Ccompress&q=70&w=400)
![Spurs x H-E-B](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/20240314_SAS_RC_Spurs_Night_At_SXSW_03.65fc782753491.png?auto=format%2Ccompress&q=70&w=400)
![There was also a branded Snapchat AR filter where guests were invited to sit in a hairdresser’s seat while the app added hair overlays seen from the commercial.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/20240314_SAS_RC_Spot_The_Spur_At_Mueller_HEB__04.65fc7818da027.png?auto=format%2Ccompress&q=70&w=400)
![Cherub](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Photo_Mar_09_2024__10_49_46_AM.65fc78e2a41e4.png?auto=format%2Ccompress&q=70&w=400)
!['Roadhouse' and 'The Idea of You' After-Parties](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Screenshot_2024_03_21_at_11.31.35___AM.65fc7da3bc9a1.png?auto=format%2Ccompress&q=70&w=400)
Roadhouse’s party (pictured) was held at East Austin venue Fair Market. The space was turned into a Florida roadhouse, per the film, with bold-colored uplighting, taxidermied fish, tropical greenery, a bar with a thatched awning, and hanging globe lights.
![Guests enjoyed cocktails, airbrushed tattoos, a DJ set, and live music.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Screenshot_2024_03_21_at_11.31.49___AM.65fc7e1b0fb6c.png?auto=format%2Ccompress&q=70&w=400)
![The Idea of You’s party took over downtown venue Estelle’s. It featured decadent florals by House of Margot Blair, plus custom popsicles, spin art, and glitter artists.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Screenshot_2024_03_21_at_11.33.12___AM.65fc7da18d702.png?auto=format%2Ccompress&q=70&w=400)
!['The Idea of You' Street Marketing](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/DSCF0775.65fc7173c8526.png?auto=format%2Ccompress&q=70&w=400)
!['The First Omen' Confessional Booths](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Screenshot_2024_03_21_at_1.07.08___PM.65fc930a08723.png?auto=format%2Ccompress&q=70&w=400)
![The Australia House](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/WA_AH__Indigenous_ACE_Performance_1_credit_Roger_Ho.65fc6dc897bb6.png?auto=format%2Ccompress&q=70&w=400)
![House of Robb](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/DR209626_Enhanced_NR__1_.65fc6224a531c.png?auto=format%2Ccompress&q=70&w=400)
!['Hacks' Season Three Premiere](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Z9Z_4230_copy.65fc7963c089b.png?auto=format%2Ccompress&q=70&w=400)
![Create with Kendra Scott](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Yellow_Rose_by_Kendra_Scott_Hat_Bar.65fc7cc59bcd1.png?auto=format%2Ccompress&q=70&w=400)
![Cinema Center](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/007_Photagonist.ca_DSC_1656_Doin__It.65fc6d4ca10af.png?auto=format%2Ccompress&q=70&w=400)
![The Balcones Retreat](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/KKP_5784.65fc70b44bf91.png?auto=format%2Ccompress&q=70&w=400)
![National Geographic's 'Queens' Mural](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/20240306_Queens_Mural_8.65fc6b5b62a63.png?auto=format%2Ccompress&q=70&w=400)
![CitizenM’s Opening Party](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/DesignScene_SXSW_citizenM_Launch_3.65fc7bbd9c793.png?auto=format%2Ccompress&q=70&w=400)
![There was also what the brand called the “world’s tiniest comedy club,” featuring sets by comedians Mimi Meier and Geoffrey Eggleston; guests were also invited to the stage to try out their bits. And, in line with Texas’ mechanical bulls at bars, the hotel set up a bucking bed, where attendees were able to attempt to stay on the moving ride.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/DesignScene_SXSW_citizenM_Launch_11.65fc7bc8cefbf.png?auto=format%2Ccompress&q=70&w=400)
![The Wear House](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/TWH_DSC01061_36.65fc770e40d53.png?auto=format%2Ccompress&q=70&w=400)
![Per the theme of “Innovation, Insights, & Influence: The Art of Storytelling in Fashion and Beauty,” there were several engagement points on site. Those included footwear company FitFlip’s recovery lounge with drinks and a shop; beauty product Mielle Organics’ pretty beauty shop setup; Lowe’s style studio through Apple Vision Pro glasses; and a back area dedicated to Tommy Hilfiger’s next fashion line.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/TWH_DSC01015_12.65fc771745fe9.png?auto=format%2Ccompress&q=70&w=400)
![SHE Media Co-Lab](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/Danette_Leighton_Adrienne_Smith_Ashlyn_Harris_Bridget_Sponsky_Alysha_Clark_2.65fc74fb0e1e5.png?auto=format%2Ccompress&q=70&w=400)
![Urban Outfitters YOUniverse](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/SXSW2024UOFriday_1004008.65fc7ddc42ca7.png?auto=format%2Ccompress&q=70&w=400)
![The Unwell House](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/CARBONE_SLX_51.65fc7a6bc7e09.png?auto=format%2Ccompress&q=70&w=400)
![National Independent Venue Association’s SXSW Showcases](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/SirWoman_NIVA_CBOYS_3_13_24_cRc_10.65fc77a0cc0cf.png?auto=format%2Ccompress&q=70&w=400)
!['3 Body Problem' Projection](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/03/JK205255_COjieAwZ.65fc666e04ac6.png?auto=format%2Ccompress&q=70&w=400)