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SXSW 2017: Weird And Wonderful Insights

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Some microtrends from this year's SXSW 2017.
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SXSW 2017: Weird And Wonderful Insights

  1. 1. SXSW 2017: The Weird And The Wonderful Strategic Partner: #techhumanized
  2. 2. IBM COGNITIVE HOUSE For the second year in a row, IBM became, in my opinion, the best of all the companies that during SXSW marked their presence by opening their own showrooms. My subjective assessment is based on the usefulness of innovations presented within.
  3. 3. IBM COGNITIVE HOUSE The presented solutions included a real-time tracking application for what is happening in the offline world. As an example, the SXSW itself, which Watson's technology has analyzed for the most cool events in the given hour, the clothing microtrends at the event, the most commonly used by participants keywords, and so on.
  4. 4. IBM COGNITIVE HOUSE
 
 The new initiative of IBM is a test collaboration with the creators of the cult "Sesame Street" as part of the educational program for the youngest. Thanks to the involvement of Natural Language Processing and facial recognition technology, the brand wants to launch a modern early childhood literacy project. IBM also develops an edu-project on online safety.
  5. 5. FLOPPY DISK REPAIR CO. On the 6th Street (the main, most party street in Austin, which is closed for mass traffic at SXSW), there is still a functioning shop that can repair any type of diskette. Yes, these are exactly the data storage media consecutively replaced by CDs, pendrives, and the cloud. Weird?
  6. 6. MURAL „Anaxyrus houstonensis" One of the most beautiful Street Art works I have ever seen is in a street away from the popular 6th Street. The story of these two frogs is wider - the mural was created as part of the endangered species conservation project of the Anaxyrus houstonensis frog species that can be found in Texas.
  7. 7. ‚WORN WEAR’ PROJECT BY PATAGONIA A very cult clothing brand, especially among mountain lovers, is one of those who do their best to minimize the impact of their activities on the environment. The "Worn Wear" project is designed to remind customers that slightly worn out products, after a simple renovation, can serve them for years to come. The brand makes minor repairs in its stores.
  8. 8. #STRIPPED 
 The Bravo TV station's ambient campaign, promoting the reality show "Stripped", cannot be perceived as successful. For 2 days it was constantly raining, so almost naked and soaked "extras", hired by the station looked quite awkward on the streets of Austin.
  9. 9. „THE HANDMAID’S TALE” Another street ambient, this time made by the Hulu platform. The company promoted the dystopian series "The Handmaid's Tale", sending over a dozen women around the conference characterized as the heroine of the new TV show. The action itself became rather a failure. Silent people were too creepy for many participants (including me) and they created an aura of anxiety.
  10. 10. POWERAID SOLSOL HAT 
 SXSW is also a fair, and when it comes to trade fairs, you can never miss out very strange innovations. The strangest - in my opinion - example of this year, is a Poweraid cap, which allows you to charge portable devices with energy stored on the surface of its peak. The whole looks very discreet
  11. 11. FUTURISTIC CINEMA 
 Wonder Vision (CGI) presented its work on a custom, non-standard screen using hydraulic seats that respond to the displayed image. The perfect solution for the living room.
  12. 12. SENSELESS DEVICES I actually do not know what this device is for, but what I know is that it probably is not the most hygienic device 
 I have ever seen. Especially on such a big event, where so many different people massage (?) their feet in it. Not.
  13. 13. LUXURY BRANDS @SXSW 
 
 This is probably the first case in the last 4 years, when a premium brand makes such a strong presence in SXSW. Giorgio Armani opened its standalone showroom right next to the main conference hall, promoting, through video storytelling, a series of the latest glasses
  14. 14. KURI ROBOT
 The company producing social robot Kuri opened its showroom in the city center for the duration of the conference. Inside you can read the history of the formation of one of the most developed - at this moment - this type of devices. Numerous prototypes showed how complex the process is to create both the SI robot and its packaging.
  15. 15. YOUTUBE CORNER
 Youtube has strongly marked its presence at this year's South By. At Youtube Corner, the brand presented the most important directions in which, in its view, online video will follow. Obviously, the popularity of Youtube attracted many creators to his house. Number of content creators and so called influencers present on 1m2 in this building, was significantly above average.
  16. 16. YOUTUBE CORNER One of the most interesting initiatives within Youtube Corner was an exhibition of gadgets related to movies, which have gained the most popularity on Youtube over the last few years.
  17. 17. YOUTUBE CORNER Video content creators had available recording studios that enabled them to prepare quick publications straight from the Youtube's house. Very cool, context-sensitive action - I was not able to get there because of the long queues. Every single creator wanted to record shots from inside.
  18. 18. EU @ SXSW For the first time in four years I noticed that the European Union was present at SXSW, and also, like a full brand, had its EU House. Inside there were many interesting lectures and discussions. Only the location of the house seemed to be a disadvantage - heavily off the beaten track, which often filled the hall empty.
  19. 19. SONY The future of the mixers used by professional DJs is likely to be so. At least that is what Sony thinks about this profession and the necessary equipment.
  20. 20. SONY Holograms emitted by the Sony Xperia Projector are a solution that can support designers in the early stages of preparing building projects. I tested, amazingly accurate imaging, and a quick reaction to interaction with the projection.
  21. 21. SONY Holograms emitted by the Sony Xperia Projector are a solution that can support designers in the early stages of preparing building projects. I tested, amazingly accurate imaging, and a quick reaction to interaction with the projection.
  22. 22. CARVANA AMBIENT One of the best ambient actions on SXSW, prepared by the Carvana platform - dealing with used car dealerships without the dealers. BMW i3 placed in a huge vending machine was to be won by conference participants.
  23. 23. CARVANA AMBIENT One of the best ambient actions on SXSW, prepared by the Carvana platform - dealing with used car dealerships without the dealers. BMW i3 placed in a huge vending machine was to be won by conference participants.
  24. 24. TWITTER @ SXSW Twitter treated this year's SXSW very literally. The house of this brand, after all, a big brand, resembled rather... 
 a bird house. Nomen omen, for years the popular social network is the star at SXSW. It was at this conference last year that Twitter debuted - spending almost the last money on the promotion, and counting on the technology industry to see its potential.
  25. 25. #MYANDROID Unfortunately, events prepared by Android were not delightful. They were of poor quality. One of the attractions was the ability to customize the entire bus, set in the central square. As you can see, even brands with such large budgets cannot sometimes find a way to express themselves. Surprisingly, SXSW is a place where it is easy to get a big buzz online, if you pay close attention to visitors.
  26. 26. MAKER MOVEMENT 
 
 
 
 In Austin, you can always encounter events related to the movement of Makers. This city extremely appreciates its own inventiveness and creation based on the Do It Yourself trend. In the picture you can see the „ring" and the clash of two teams of makers, arranged by Sparkfun during the fair at one of the conference halls.
 

  27. 27. CREEPY CONVERSATION
 
 It was absolutely the strangest thing I encountered at SXSW'17. Conversation between a woman, a robot with 
 a human face and a humanoid robot. It went pretty smoothly, although the best reaction was the woman who took part in the "discussion". When she got up from the chair she said only "that was so creepy!". The feeling of the Uncanny Valley?
  28. 28. SPECTACLES At a similar level of abstraction, one of the observers was able to record a scene using Spectacles - the product of Snap.Inc. , the owner of e.g. Snapchat, which allows to upload short video clips for this site. The whole is very grotesque.
  29. 29. POETRY FAST FOOD Spotted on one of the streets of Austin. A street artist accepts orders for written poems "on the fly." The buyer chooses the topic, determines the price in advance, and the poet goes to work. The whole takes a few minutes.
  30. 30. FUTURISTIC CREDIT CARDS That is how, according to Capital One Bank, our credit cards may soon look like.. #ProjectElements was presented at the home of the brand, which for many years has been one of SXSW's main partners.
  31. 31. THANK YOU! WWW.MEDIAFEED.CO Strategic Partner: #techhumanized

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