Future-proofing festival culture by challenging the traditional

M partnered with the National Endowment for Science Technology and the Arts (NESTA) and employed technical and creative to curate and create the festival content and experience, working with a variety of organisations - ranging from small independent/entrepreneurial organisations to large multinationals.

With a new route launching to connect Austin with London, there was no better time for British Airways to support showcasing London innovation talent at SXSW, Austin’s great festival of tech and culture.

When the UK Government promised to deliver a global geo-political summit like no other, M boldly proposed introducing a fringe festival format. Finally allowing the public to engage in dialogue whilst attending the traditionally isolated summit environment.

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FutureFest total production

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British Airways showcasing UK talent at SXSW

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Global Summit Fringe formats