UrbanStems · SXSW · 2017
UrbanStems
SXSW Pop-Up
Overview
Designed and produced an 8'×8' pop-up for Create & Cultivate's SXSW Pavilion — sub-$5K budget, 3-week build. The Tropical Braid Bar offered live flower braiding with fresh florals by professional stylists, drawing in influencers and becoming one of the most-photographed activations in the pavilion.
Budget
$5,000
Timeline
3 Weeks
Footprint
8′ × 8′
Venue
Outdoor, no contingency
Concept & Build
Built in 3 Weeks,
Designed to Attract
- Three metal frames sourced from a local Austin welder.
- Laser-cut signage I fabricated myself at TechShop.
- 300 tropical leaves.
- 24 blocks of Oasis Foam for 72-hour stem hydration.
- Integrated photobooth with social sharing capabilities.
It poured rain in Austin during setup — but we made the best of it.
All Hands on Deck
The Main Event
SXSW Create & Cultivate Pavilion
Hosted in the Create & Cultivate SXSW Pavilion. Beyond the Braid Bar pop-up, we designed and installed florals for the Main Speaker Stage and throughout the event space — extending the UrbanStems brand presence well beyond our 8'×8' footprint.
Photography: Smith House Photography · On-Site Team: Megan Darmody, Matt Blissard, Michelle Millie · Floral Designers: Cecilia Tran, Cameron Hardesty
Interested in working together?
I'd love to hear from you.