PSFK GUIDE TO SXSW 2017

What lessons can you take from SXSW 2017 to

refresh the products and experiences you ideate and

produce? PSFK identified four key themes that have

a growing influence on how consumers evaluate their

product, brand and retail experiences.

FOUR EMERGING THEMES IN AUSTIN

NEW IDEAS IN RETAIL, ADVERTISING & DESIGN

PSFK’s Guide to SXSW Interactive helps brands, retailers, technologists and creatives navigate Austin’s myriad panels, parties and lounges to discover the most exciting and informative events—inspiring your retail, advertising and design work in 2017 and beyond.

ABOUT PSFK

PSFK is the leading provider of innovation

insights for creative professionals to help them

build better products, services and experiences.

PSFK members receive access to an innovation

portal, daily newsletters, in-depth reports

and consulting services, plus the ability to

utilize our capabilities as a resource to bolster

their analysis, insights and strategy to guide

innovation. Learn more about membership

here: psfk.com/membership

The curation of this guide was informed by

PSFK’s trends-led research, which feeds the

creation of 12+ robust reports annually on retail,

advertising and design. Stay tuned in 2017 for

upcoming reports on the Future of Retail, the

Future of Advertising and industries such as

entertainment, travel and automotive. Access

all our PSFK reports here: psfk.com/reports

Download this guide at: psfk.com/sxsw-guide-2017

Experience Denotes Status: As scaling technologies democratize access to once-rare products

and services, consumers are turning to experiences to indicate

status. Exclusive events that challenge the everyday—which people

can show off to their friends—are the most valuable social currency.

Personalization Becomes Intuitive: Personalization is no longer simply about tailoring offerings to

tastes and lifestyles. Brands are learning to respond in real time to

emotions, moods and experiences for engagements that feel right

in the moment.

Luxury Eliminates Choice: In response to the chaotic and content-filled world, technologies,

services and experiences are being designed to offer the luxury

of reducing choice, freeing up time or offering all the options at

once—lessening the pressures of modern society.

Purpose Drives Value: With less available time, people are deriving more personal and

societal status from the ways they choose to spend their time. The

greatest return on time involves experiences and messages that

allow one to feel connected to something bigger than themselves.

Food + Tech Startup Spotlight. One of three industry Startup Spotlights, the reception-style

event features rising food tech companies on a mission to make a

more healthy, tasty and sustainable world. Stop by for sampling,

demonstrations and pitches. Date & Time: Saturday, March 11 - 6pm-9pm Location: TechSpace Austin Badge Access: Platinum, Interactive, FIlm, Music

Interactive Innovation Awards Finalist Showcase. In its 20th year, the contest showcases projects in 13 imaginative

categories, such as Innovation in Connecting People, SciFi No

Longer and Smart Cities. Stop by the Finalist Showcase for

hands-on demos with all 65 finalists.

Date & Time: Sunday, March 12 - 11am-5pm Location: Hilton Austin Downtown - 4th Floor Badge Access: Platinum, Interactive, Film, Music

Accelerator Demo Day. Meet 50 web product finalists, selected from more than 500

submissions, competing in 10 different technology categories

including AR and VR, Entertainment and Content, and Payment

and FinTech.

Date & Time: Monday, March 13 - 11am-1pm Location: Hilton Austin Downtown - Salon C Badge Access: Platinum, Interactive

WHERE TO MEET CUTTING EDGE STARTUPS IN AUSTIN

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RETAIL AT SXSWRetail Innovation Lounge. Shopgate’s Retail Innovation Lounge offers workspace and programming

for guests to learn about the convergence of retail and tech. Meet speakers

from Walmart and Under Armour, participate in a “startup crawl” or catch

the official Retail Innovation Party on Friday.

Date & Time: Friday, March 10 - Monday, March 13 (Hours vary) Location: Shopgate HQ - Suite 200 No badge required. Register here: retailinnovationlounge.com

Adidas Future/Fit: Inspired by Sport, Powered by You. Adidas assembles a team of athletes, experts and influencers to discuss

how behavioral and data science will evolve fitness retail moving forward.

Sweat and yoga sessions demonstrate the future of wellbeing firsthand.

Date & Time: Saturday, March 11 - Sunday, March 12 (Hours vary) Location: Wanderlust Yoga Badge Access: Platinum, Interactive, Film, Music

Where We’re Going We Don’t Need Roads (Maybe). Interested in the ownership versus membership debate? Executives

from car2go and Mercedes-Benz discuss how competing missions of

car sharing and care sales actually support one another in the changing

auto retail market.

Date & Time: Sunday, March 12 - 5pm-6pm Location: Hilton Austin Downtown - Austin Chamber of Commerce Office Badge Access: Platinum, Interactive

The Decoded Fashion House. A SXSW mainstay and the go-to venue for perspectives on fashion

tech, the Decoded Fashion House focuses its panels and events this

year to unpack what influencers, insta-commerce and AI really mean

for the retail industry.

Date & Time: Sunday, March 12 - 9:30am-8pm Location: Hangar Lounge No badge required. Register for events here: decodedfashion.com/sxsw

ADVERTISING AT SXSWThe Future of Luxury. Join a panel of thought leaders, including PSFK founder Piers Fawkes and

filmmaker and TV producer Morgan Spurlock, to discuss how luxury can

adapt to a world where experience is prioritized over possession.

Date & Time: Sunday, March 12 - 11am-12pm Location: Hyatt Regency - Zilker Ballroom 2 Badge Access: Platinum, Interactive

feedfeed Influencer Marketing Meetup. Join the founders of feedfeed, a crowdsourced digital cookbook, and

their influencers to discuss influencer marketing and content creation.

While geared toward the food and lifestyle areas, this event can help any

brand revamp its social and content marketing strategy.

Date & Time: Friday, March 10 - 4pm-6pm Location: The Driskill - Jim Hogg Parlor No badge required. Register here: bit.ly/feedfeedinfluencer

Mashable House. This year’s Mashable House celebrates SXSW’s superfans. While exact

details of the theme are under wraps, the venue will provide a setting for

experiential marketing activations representing Mashable and their most

passionate partners.

Date & Time: Friday, March 10 - Sunday, March 12 (Hours vary) Location: The Main No badge required. Register here: bit.ly/MashableHouse

e.l.f Beauty Break. Take a break and refresh your look by experimenting with e.l.f cosmetics

and test the YouCam, a mobile virtual makeup try-on app.

Date & Time: Saturday, March 11 - Monday, March 13 (Hours vary) Location: JW Marriott - Room 401 Badge Access: Platinum, Interactive

DESIGN AT SXSWPanasonic House. The interactive exhibition offers a chance for all audiences to

explore design innovations by electronic manufacturer Panasonic’s

intrapreneurs. Innovations in home, food, clothing, entertainment

and more will be showcased.Date & Time: Saturday, March 11 - Tuesday, March 14 (Hours vary) Location: Parkside - 1st Floor Badge Access: Platinum, Interactive, Film, Music

Design as Service: Coaching at Capital One. Designers and money coaches from Capital One discuss how the finance

company has harnessed design to create services and tools that improve

customer relationships with money, and how design thinking can be

implemented in other organizations.

Date & Time: Sunday, March 12 - 11am-12pm Location: Capital One House at Antone’s Badge Access: Platinum, Interactive, Film, Music

Smart Cities Day. Attend a series of lightning talks where mayors, city technology

officers and entrepreneurs will showcase their projects and learnings

about smart cities, touching on topics from 5G, big data, connected

buildings and smart grids.

Date & Time: Sunday, March 12 - 11am-4pm Location: Choose San Antonio House at Half Step Bar No badge required. RSVP here: bit.ly/SmartCitiesDay

Future of Airport Design Starts in Austin. Dive into the reinvention of the air-travel experience, where design and

tech have made airports a destination in themselves. A panel of experts

will discuss the trend using the $20 million renovation of the Austin

Airport as a case study.

Date & Time: Monday, March 13 - 11am-12pm Location: JW Marriott - Room 303-304 Badge Access: Platinum, Interactive

A r e Yo u A C o n t e n t P u b l i s h e r ?

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