SXSW 2025: The Highlights

SXSW (South by Southwest) is always the best experience, a place where creativity, tech and culture come together in the best way.

This year was no different. Between the chats, meeting new people and squeezing in visits with our friends at The Dead Rabbit Austin and Neighbourhood Austin, we came away feeling inspired as ever and full of fresh ideas.

But this year was extra special for us. As the only Northern Irish company in the UK’s delegation, led by the Department for Business and Trade, it was an honour to showcase the creative energy of the Island of Ireland on a global stage.

Austin already feels like a second home, thanks to our partnership with The Dead Rabbit and last year’s launch of our second Neighbourhood Cafe in the city. And after this SXSW, we’re more inspired than ever.

But let’s be real, Austin itself is as much a part of the experience as the festival. The city’s got this unique creative energy, from its thriving arts scene to the best food spots. If you’re heading that way, we’ve got you covered. We’ve put together a City Guide to Austin, packed with our go-to places to eat, drink and explore.

Here’s a little recap of what we picked up and what we’re taking with us after this year’s SXSW.

The moment we landed in Austin, artists, musicians, filmmakers and innovators, everyone was doing something new and exciting. Everywhere you looked, something was happening and it was impossible not to get caught up in it. There’s an energy at SXSW that makes you want to think bigger, take risks and embrace the unexpected. It’s the kind of place where anything can happen and you’re excited to see what comes next!

One of the best talks we attended was by Will Guidara, who talked about “unreasonable hospitality.” It’s not just about offering a service, it’s about making a real emotional connection and leaving people feeling valued. And here’s the thing: tech can’t do that. Automation can make things more efficient, sure, but true hospitality is all about human connection. No matter how advanced technology gets, there’s no replacing that personal touch that makes an experience memorable.

Take Collins’ deep dive into Americana, not something we had on the schedule, but easily one of the most insightful sessions we attended. It was a great reminder that sometimes the best moments aren’t the ones you plan for, but the ones you stumble upon.

We spent a lot of time thinking about human-centric hospitality.

When it comes to the hospitality industry, it’s clear that tech is set to shake things up in the next decade. But one thing we really took away is that all it takes is one person with passion and a solid idea to spark real change. Sure, tech can enhance the experience, but at the end of the day, it’s the people that make the difference. And that’s not something we’re ready to give up, honestly, it’s not something we’d ever want to.

We were also seriously inspired by Jay Graber, the CEO of Bluesky. At just 34, she leads a small team of fewer than 25 people while managing over 34 million users. Hearing her speak about building a social platform that’s not at the mercy of billionaire takeovers was eye-opening. It really made us think about what’s possible when you have the right vision and a focused, passionate team behind you.

One of the biggest takeaways from SXSW was the idea of creating a market rather than just joining one. True innovation comes from building something new, something that resonates and fills a gap no one else has tapped into yet. It’s a mindset shift we’re bringing with us as we move forward with our own work.

We had the chance to sit down for a roundtable with some incredible brands.

CocaCola. Disney. Universal Music. To talk about all things brand storytelling. It was a privilege to be part of the conversation and it really reinforced how important it is to craft a narrative that connects. In a world full of noise, the brands that tell the best stories are the ones that stand out.

Another highlight was checking out Pop-Up Grocer in Austin, as we’re developing a couple of brands ourselves, the pop-up model really resonated. It’s not just about a temporary space, it’s about creating an immersive experience that lets consumers engage with new ideas.

For emerging brands, pop-ups are a great way to build talkability and test out new concepts with your audience. They’re low-risk, high-reward, and offer a unique opportunity to reach new people and create lasting impressions. It was exactly the kind of inspiration we needed.

Of course, no trip to Austin is complete without food.

And we definitely didn’t hold back. Five days of BBQ and more iced coffee than we’d like to admit (shoutout to Desnudo and Neighbourhood Austin) were definitely some of the trip’s highlights.

SXSW 2025 reminded us why we keep coming back. It left us feeling inspired and excited to share what we learnt with the team and our clients. It’s not just a festival; it’s all things culture, tech and creativity coming together that makes you look at things differently. From shaking up markets to doubling down on what really matters (like human connection), there’s plenty to take away. The future feels exciting, a little unpredictable and full of possibility. Just how we like it. Now if Austin, is on your list, check out our City Guide to Austin, packed with our favourite spots to eat, drink and explore.