SXSW Heads to London in First European Expansion

South by Southwest is heading to London, the first European expansion for the premier culture festival that originated in Austin more than 40 years ago. The festival expanded to Sydney in 2023; the second iteration of SXSW Sydney commences in October.

The London edition will commence in June 2025 and include a focus on visual arts, fashion and design with takeovers of dozens of venues in the cultural mecca of Shoreditch, east London. SXSW London will have a particular emphasis on creative talent from across Europe and will also continue to develop Austin’s focus on climate action and sustainability.

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“As a life-long fan of SXSW I truly believe that it’s more than an event — it’s a movement, a platform where the world’s greatest minds, musicians and motivators come to share their passion and their vision of the future,” Randel Bryan, managing director of SXSW London, said in a statement. “SXSW London will build on Austin’s incredible legacy, presenting an event that underpins why SXSW is the go-to destination for professionals and creatives seeking meaningful connections, unexpected experiences and ideas that can help shape the world. Following the success of SXSW Sydney, this is an incredible new opportunity to highlight the elements that make SXSW unique in one of the most vibrant cities in Europe. We look forward to forming deeper connections with our overseas community and bringing the conversations that start in Austin all the way to London.”

Added London mayor Sadiq Khan: “I am delighted to welcome SXSW to London for the first time ever — confirming our place at the heart of Europe’s tech and creative sectors and as a global capital of culture. When I was part of SXSW in Austin in 2018, I saw firsthand the electric atmosphere of innovation SXSW creates and I can’t wait to be part of it again. This is a historic opportunity for London to once again bring the world’s most exciting talent together as part of our mission to build a better and more prosperous London for everyone.”

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