The South by Southwest (SXSW) festival emerged in 1987 in Austin, Texas, as a premier destination for creatives from around the world. Today, the festival has established itself as the creative benchmark across multiple industries, from Austin’s international stage to Sydney and London: music, film, video games, technology, and interactivity. It brings together companies and personalities from diverse backgrounds, fostering a unique atmosphere where bold ideas and tomorrow’s trends take shape.
SXSW 2025: A Program Focused on Immersive Technologies with Quebec in the Spotlight
The Interactive track of the festival’s 39th edition will highlight innovations in extended reality (XR), artificial intelligence (AI), and new media. What’s on the agenda? Conferences featuring industry leaders, immersive demonstrations, and networking opportunities to foster international collaboration.
For several years, SXSW has been a key event for showcasing Quebec companies in digital production, music, and audiovisual industries. In 2024, more than fifty Quebec-based companies traveled to Austin to present their unique expertise and strengthen their international networks.
This year, Quebec will once again take center stage, particularly on March 8, during the “Quebec Takeover at Fairmont Hotel.” In collaboration with the Government of Quebec, the Société de développement des entreprises culturelles (SODEC), Investissement Québec International, the Ministry of Culture and Communications, the Quebec Delegation in Houston, as well as Xn Québec and HUB Montréal, Quebec’s creative and cultural companies will take the stage for two panel discussions, followed by a networking session.
The first panel, “Reinventing How We Share”, will focus on the relationship between space, new technologies, and content, particularly in the realms of immersive experiences, entertainment, and storytelling strategies designed to captivate audiences and create memorable connections. Moderated by Nathalie Van Sasse van Ysselt, Creative-Tech Director for Immersive Experiences and former VP of design at Las Vegas Sphere, the panel will feature prominent speakers, including Victor Lugo, Chief Product Officer at StatusPRO, Founder, The Game Play Group, Brian Mirakian, Senior Principal and Co-Director of Live Performance Venues for the Americas at Populous, Céline Payelle, VP and General Manager of Events and Experiences at Cirque du Soleil, and Vincent Leclerc, Co-founder and CEO of Pixmob.
The second panel, “Rules of Engagement: Leveraging Technology to Drive Brand Growth”, will delve into the role of emerging technologies in brand development and how agencies are expanding their intellectual property and positioning themselves in a competitive market through AI and extended reality. The discussion will feature Catherine Fournier, Head of Strategic Development and Partnerships at Dpt., Catherine Martel, Director of Innovation and Brand Growth at HAUS OF PARK, Miriam Plon Sauer, Senior VP and Global Strategy Director at Worldgroup, and Jason Railey, Director and Agency Lead at Meta.
Finally, these panels will be followed by a more relaxed networking 5 à 7 alongside our partners, CreativeNL and New Dutch Wave.
HUB Montréal at SXSW: A Bridge Between Creativity and Business
As an event dedicated to the business development of Quebec’s creative and cultural industries, HUB Montréal saw it as essential to participate alongside the Quebec Delegation at the 39th edition of SXSW. For several years, HUB Montréal’s team has traveled to Austin to strengthen international collaboration within the creative ecosystem, stay ahead of emerging trends, and discover innovative projects and inspiring personalities.
By ensuring a presence at a major event like SXSW—through expert-led panel discussions, networking, and business development opportunities—HUB Montréal continues to position Quebec as a leader in creative innovation and highlights the significance of local talent. With companies at the forefront of immersive technologies and a strong drive for collaboration, Quebec continues to assert its place in the global ecosystem of creativity and innovation.
Stay tuned for highlights from this promising edition of SXSW 2025!
HUB MONTREAL THANKS ITS 2025 EDITION PARTNERS
