At SXSW, brands don’t just attend. They take over. Activations and official events place festival attendees and curious spectators right into the action, turning creative installations and diverse pop-ups into captivating moments and unforgettable memories that live on after the spotlight dims.

From immersive experiences and interactive street pop-ups to curated lounges, buzz-worthy screenings, and collaborative programming, you’ll find something engaging on every block, in every venue, across the entire footprint of the festival.

Sometimes, the unexpected, in-between moments outside of your carefully curated schedule wind up being the most special SX discoveries.

Here are just a few of the official Activations and Custom Events happening during the fest this year.

Sam’s Club Creator Lounge
March 13 - 15
(Marriott Downtown, 3rd Floor)

New for 2026, the Sam’s Club Creator Lounge will give Platinum and Innovation Badgeholders a chance to level up their careers as creators in a retro-futuristic setting. Sam’s Club Creator allows creators to reach millions of Sam’s Club members to grow their following and earn cash at the same time. More info is available on the official website, or just wait until SXSW to check it out.

Brazil

SP (São Paulo) House | March 14 - 17 (3rd & Congress)

Welcome to São Paulo House, a borderless hub where the world meets São Paulo, now.

Across four days at SXSW, the house brings together global content, meaningful encounters, live music and immersive experiences in one vibrant space on Congress Avenue. By day, ideas and exchanges shape conversations. By night, shows and performances transform the house into a cultural hotspot.

Explore creativity, innovation, and culture, shaping what’s next from the energy of now.

Learn More

United Kingdom

UK House | March 14 - 16 (Palm Door)

UK House will also be returning alongside BME from March 14 - 17, featuring emerging technology companies, from virtual production to immersive entertainment. Join in and take part in a curated program of events, demonstrations and networking opportunities.

British Music Embassy | March 12 - 16 (Palm Door)

See some of the most talked about UK artists around, including Sofia and the Antoinettes, Chalk, and Morgan. Performances run all night from around 8:00 p.m. to 1:30 a.m.

Germany

German Haus  | March 12 - 16 (SPEAKEASY)

The GERMAN HAUS is the main venue of the joint German presentation at SXSW and it features a variety of curated networking events, roundtables, presentations, and music performances, creating a unique environment for professional exchange, international networking, and the discovery of new creative partnerships.

Ireland

Ireland House | March 13th - 14th (Marlow)

Ireland House returns to SXSW as a hub for Irish innovation, creativity, and connection. Join us on March 13 - 14 and see what Ireland House is bringing to SXSW. Ireland House at SXSW is a collaboration between the Department of Foreign Affairs and Trade, Enterprise Ireland, IDA Ireland, and Screen Ireland.

Japan

Tokyo Joshi Pro Wrestling TEXAS STAMPEDE
March 17 - 18 (Palmer Events Center)

For the first time ever, Tokyo Joshi Pro Wrestling arrives in Austin and makes its SXSW debut. TJPW Texas Stampede is a high-energy tri-city tour across Austin, Dallas, and Houston, featuring 18 star wrestlers from Tokyo Joshi Pro Wrestling, Japan’s premier all-women’s promotion, marking one of the largest international showcases in women’s pro-wrestling history. You don’t want to miss this one!

While SXSW badge holders are eligible for complimentary admission (first-come, first-served), those who want to select their preferred seating and secure the best views can take advantage of an exclusive offer just for SXSW attendees.

Use code SXSWInsider25 at checkout to receive 25% off your ticket purchase.

Secure tickets for Day 1 on March 17 HERE and Day 2 on March 18 HERE

More International Activations

La French Touch | March 14 - 16 (Venue 6)

Czech House | March 13 - 14 (Augustine)

Argentina House | March 13 - 14 (Inn Cahoots)

Poland House | March 14th (Q-Branch)

Slovak House | March 14th (Q-Branch)

Munich Haus - German-Texan Heritage Society 14th

Australia House - Realtor.com 15th-17th 

La Casa Argentina - Inn Cahoots - 13th-14th

Bogotá Region House – Official Launch & Meet Up

We The Hispanos at Malaga House - Husch Blackwell 13th

Asia x Austin Summit 2026 - Long Centre 17th

Create Infinite Realities Presented by Sony Group Corporation - Fairmont, Palm Park 15-16

SXJP "Infusion Japan" Presented by JETRO - Q-Branch 13th

Peaky Blinders: The Immortal Man | March 12 - 14 (Netflix at Fox Den)

The Garrison at SXSW is an immersive experience that transports guests into the world of Netflix's film Peaky Blinders: The Immortal Man. Rich in period detail, the space channels the grit and glamour of the Shelby legacy through a custom bar, beer taps, whiskey-forward cocktails, and vintage seating. Included are hidden “easter eggs”, allowing fans to step inside the story, stay a while, and leave with a Peaky-inspired tattoo or hair trim as a lasting memory.

Superhuman  | March 14 - 16 (Antone’s)

Superhuman makes its SXSW debut with a three-day takeover of Antone’s. This is starting to look like one of the premier events of the festival. Check out the immersive Epochs of Communication, along with panels, keynotes, comedy, and live music. In addition to other programming, stars Breckin Meyer and Seth Green will pull back the curtain on the writing process at The Writers Room Live.

Paramount+ The Lodge  | March 12 - 15 (Clive Bar)

The Paramount+ Lodge returns with the ultimate fan experience, offering an unforgettable and immersive journey that lets guests engage with hit content, iconic franchises and live championship sports. Back for its fourth consecutive year, the Lodge takes over Clive Bar on Austin’s Rainey Street, transporting fans and new audiences into the worlds of their favorite series and sports on Paramount+.

Prime Video Pretty Lethal Ballerina Box | March 13 - 15 (The Contemporary Austin)

Step into Pretty Lethal’s Ballerina Box, brought to you by Prime Video. Dive into a bold, film-inspired installation before stepping inside to capture your own personalised motion moment. Your video lands instantly on your phone, ready to share, and you’ll leave with a limited-edition artist poster. Don't miss this free experience. Come for the moment, stay for the vibe. Pretty Lethal – New movie March 25. For more information, please visit: www.primevideo.com.

Ledger x Spurs Hoops | March 12 - 18 (Brazos Hall)

"Test your skills and your luck. See if you can score big at the outdoor basketball court. Join the San Antonio Spurs jersey sponsor Ledger in a creative round robin chance to win Bitcoin and more shooting hoops like NBA champs. Rake in the exclusive swag while you strut your style. Discover what kind of defense brought these winning teams together.

Visit the schedule for a more complete list of special events and activations to round out your SXSW experience.

Go To Schedule