FACEBOOK

Conceptualization: 25%

Implementation: 75%

FACEBOOK SxSW HQ

Client: Facebook
Industry: Technology
Type: Pop-Up
Location: Austin

KPI:

Over the course of ten days, the house hosted over 11 different events and panels with a total of over 1,200 guests.

CHALLENGES

How to get positively noticed while at SXSW? That was essentially the challenge Facebook handed GRADIENT when tasking us with their first ever SXSW HQ. Furthermore, while the overall house needed to undoubtedly feel branded Facebook, the individual spaces needed to be neutral enough for multiple groups within the Facebook family to utilize throughout the two weeks. 

 

STRATEGY

Using a mix of neutral base palette and colorful modular elements, we were able to transform the space on a daily basis to meet the needs of the the different teams using the space during both weeks. Events ranged from more intimate fifty person workshops with specialty speakers, to 300 person cocktail parties for Facebookers. Guests enjoyed interactive art installations that urged them to share ‘what community meant’ to them, laddering back to the overarching theme. Additionally, a private lounge offered daily hospitality for members of the press.

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