This year marked the very first European edition of SXSW, right in the heart of Shoreditch, London’s creative hotspot. Together with more than 250 Dutch participants, we experienced a week full of inspiring events, valuable connections, and unique moments.
As part of our foundation Dutch Digital Design, we joined the Dutch creative trade mission New Dutch Wave, which organized a fully booked tour with fifty participants. The program focused on international networking, agency visits, and hosting our own event with 150 guests.
Program highlights included:
• Arrival by train & Welcome Dinner
• Keynote by Sadiq Khan, Mayor of London
• Danish x Dutch Meet-Up
• Agency visits: ustwo, Protein, DEPT® and Monks
• Our own event: Europe’s Media Future (150 attendees)
• Event at BIMA (British Interactive Media Association)
• Summer in Session at MassiveMusic & Bandcamp
• Networking at Belgium House
• Bonus: a tour of Global Street Art
The official SXSW program featured an opening keynote by the Mayor of London, presentations by speakers such as Deepak Chopra, and numerous sessions on AI, robotics, and the future of the creative industries. There were also impressive immersive experiences, VR projects, and interactive installations. While some sessions were overcrowded and there were still a few teething problems (too many talk panels), what stood out most was the relaxed atmosphere compared to the US edition. Everything was within walking distance and offered tangible business opportunities, right here in Europe.
Bas Vlugt interviewed me for Marketing Report while in London – you can read the piece online.
What did it deliver?
A week of new international connections, valuable business meetings, inspiration from leading agencies – and plenty of fun with the Dutch delegation. One thing I know for sure: I’ll be back next year!
SXSW London and opportunities for agencies
The new SXSW London is a compact yet powerful version of the iconic SXSW festival in Austin. For creative agencies, it offers a unique opportunity to closely follow trends in AI, robotics, immersive experiences, and international marketing. By participating, agencies can increase their visibility, expand their international network, and discover new opportunities for collaboration. As a specialist, I help creative companies translate these insights directly into concrete actions for growth and differentiation.