Spotify SXSW 2016
Austin’s favorite house party returned to SXSW 2016 with a big announcement — a change of address. Formerly held inside an old transmission shop, the Spotify House moved into a once loved Mexican restaurant in the heart of Austin’s East side. Not only was the new space much bigger and better able to accommodate the ever-growing level of interest from festival attendees, but it also offered a newly revamped brand experience with even more partner activations.
MAS transformed the abandoned property, gutting the interior and replacing it with an interactive playpen that married music, technology, gaming, and film. Features of the new house included a Playstation arcade with interactive photo booth, a pop-up SoulCycle studio, an intimate performance area under a covered patio featuring Google’s Chromecast, a bigger and more modern cantina bar, and an all-new sound chamber listening station.
For the Playstation arcade, MAS outfitted the space with both old-school arcade units and personal console stations where festival-goers had the chance to play pre-release versions of MLB The Show 2016 and Street Fighter V. Gamers not only got a first look at the highly anticipated games, but they were also able to create their own soundtrack as they played, using Spotify’s create-your-own playlist.
Back by popular demand from the year before, SoulCycle enthusiasts were once again invited to start their day with a free ride in the house’s pop-up studio. Taking the experience a few steps further, the entire room was projection mapped with content during each ride that reflected the energy of riders’ output and the music, making this an immersive ride experience. DJs were invited to collaborate with SoulCycle instructors to create live soundtracks for each ride.
Throughout the five-day activation, 45 artists graced both stages, along with numerous DJs and other artists popping in to explore and experience the space. Despite the bigger footprint, the house was still packed to capacity every day! The highlight performance of the week was an exclusive show by the one and only Willie Nelson.