Conceptualization: 25%

Implementation: 75%


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


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


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. 



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.

  • White Instagram Icon
  • White Vimeo Icon
  • White Facebook Icon
  • White LinkedIn Icon

Sign-up for the GRADIENT Newsletter

HQ - New York

150 West 28th St.

Second Floor

New York, NY 10001

Los Angeles

1800 Vine Street

Los Angeles, CA, 90028


10350 W Bay Harbor Drive,

Miami Beach, FL, 33154


6 Maunakea Street,
Sag Harbor, NY, 11963



Copyright © 2020 Gradient Experiential. All rights reserved.