small space,
bigger Aggie impact

texas a&m at sxsw 2025

Texas A&M

location.

Austin, TX

Texas A&M set out to prove that the future of food is not theoretical. It is already in motion. Their researchers are tackling food sustainability from every angle: on land, in our oceans, and even in orbit. Our job was to translate this groundbreaking work into something guests could tangibly experience. Inside a tight corner of the Fast Company Grille at SXSW, we had to instantly grab attention, spark curiosity, and make complex research feel personal. We were up against worthy adversaries: flashy neighbors, a high volume of foot traffic, and very little room to store or stage anything. The goal was clear: make this small space speak volumes, sustainably.

challenge.

We brought Texas A&M’s story to life through a space we called The Marketplace of the Future, a compact, thoughtfully designed experience that worked like a living storybook. Each small area of the space focused on a different frontier: land, sea, and space. Guests explored sustainable food breakthroughs through informative visuals, interactive displays and hands-on giveaways. Custom-designed tote bags by Texas A&M student artists tied the narrative together and gave guests something functional and meaningful to take home. At the center of it all was a digital photo mosaic wall. Guests added their portraits in real time, building a bigger picture with every snap. It was a visual reminder that shaping the future is a collective act.

solution.

The activation stood out, not by shouting, but by inviting participants to join the conversation and learn. Hundreds of guests engaged with the mosaic wall, explored each research theme, and left with branded items that carried real meaning. The space generated over 464,000 Instagram impressions and earned media coverage from outlets like KBTX. The experience proved that even in a fast-paced setting like SXSW, thoughtful design and sharp storytelling cut through the noise.