UK House returns to SXSW London
UK House returned to SXSW London bigger than ever, creating a vibrant hub for creativity, innovation and collaboration.
A bigger stage for UK creativity and innovation
That’s a wrap on SXSW London. The week delivered exactly what you’d hope from a festival bringing together the worlds of creativity, technology, music and culture: big ideas, new connections, packed schedules and plenty of energy. Following a successful debut, UK House and the British Music Embassy returned to Devonshire Square with an expanded footprint, extending activity into the newly opened Sir Devonshire Square Hotel.
UK House hosted roundtables, networking events and immersive experiences alongside a packed programme of talks, demos and live performances.
Turning presence into impact
We had a big, bold brand to play with, and our mission was simple: make it impossible to miss. Taking its presence to the next level, we dialled everything up to create an experience that felt bigger, bolder, and more impactful than ever before.
Injecting energy into every corner of the space was at the heart of our approach. From large-format banners and creative wayfinding solutions to eye-catching vinyl floor graphics and an oversized directional arrow, every element was designed to turn heads. Every touchpoint was carefully considered to maximise visibility, engagement, and brand presence, ensuring the brand stayed front and centre from every angle.
The result? A space built not only to guide and engage attendees, but to look great from every lens
Bringing together leaders
Across the week, UK House welcomed more than 400 registered attendees and hosted over 50 speakers from across the creative industries. Highlights included appearances from Hugh Bonneville and Mel B, discussions through the UK-India Creative Circle, a live recording of the Beautiful Games Club podcast, and conversations exploring the future of creativity, technology and storytelling.
Visitors experienced holographic gaming demos from Rogue Play, stepped into virtual worlds through immersive experiences from Philharmonia and Cardiff University, explored sustainable fashion innovations showcased by Caroline Rush, and watched artist Sophie Tea create live artwork.
High-profile networking events, including High Chai and VIP receptions for more than 100 guests, brought together industry leaders and decision-makers, with exceptional hospitality from Cinnamon Kitchen helping to keep conversations flowing.
Showcasing British talent
Meanwhile, the British Music Embassy returned to its home in Devonshire Square, delivering standout showcases including Northern Sounds and two British Underground mixers. Artists including Nadine Shah, Michael Aldag, Precious Pepala and Future Utopia helped draw the crowds, showcasing the depth and diversity of emerging and established UK talent. From fashion and gaming to music, innovation and international collaboration, UK House once again proved to be one of the festival’s busiest and most engaging destinations.
We’re already looking forward to what’s next.
Turning UK House into Austin’s must-see SXSW destination
For SXSW Austin 2025, UK House transformed Austin’s Palm Door on Sixth into an unmissable showcase of UK innovation, technology and creativity. Working with the Department for Business and Trade (DBT) and the British Music Embassy (BME), we reimagined the venue with bold UK House branding, creating a standout presence in the heart of the festival. The 500-capacity space welcomed 2,000–3,000 visitors daily, attracting almost 10,000 attendees across the event.
Alongside unique experiences such as a transatlantic afternoon tea launch with Tregothnan and live screenings of Premier League football, UK House celebrated the cultural connections between the UK and US.
Showcasing innovation, creativity and trade
Our team managed the event programme and produced the website and digital brochure, delivering more than 110 sessions featuring global thought leaders, industry pioneers and 23 innovative UK businesses.
Highlights included the Conversation Series, an exclusive collaboration with WIRED, discussions on AI, gaming and future technologies, and a dedicated International Women’s Day programme celebrating women in creative tech. By night, more than 80 BME music acts took to the stage, reinforcing UK House as a hub of creativity and connection. As one of DBT’s flagship international events, UK House created impact, with participating UK and US brands generating $187m in trade since 2020.
Photo credit: Thomas Jackson / TyneSight Media
“A brief note just to highlight the immense job from your team... The result has been DBT’s most impactful SXSW to date with a stream of positive feedback. I have no doubt, that the department’s successful presence was significantly down to the Bray Leino team, on behalf of DBT, I’d just wanted to say a huge thank you to such a brilliant team.”
Don Bolessa MBE, Deputy Head, Business Events Delivery, Priority Events Team, Department for Business & Trade
