A programme of events at SXSW 2020 showcasing UK work
at the cutting-edge of research in the creative industries.

Immersive Futures Lab

Visit the Lab to experience brand new immersive research drawing innovative projects from the UK Audience of the Future and Creative Industries Clusters programmes.

Lab Launch EVENT!

Exclusive music performances, immersive activations and DJs, this event celebrates the SXSW launch of Future Art & Culture, presented by Arts Council England and British Underground, and Immersive Futures Lab, part of the Audience of the Future Live programme.


Dinosaurs is the initial part of Dinosaurs and Robots, two separate adventure games using Magic Leap and two purpose built mixed reality multi-sensory worlds.

Wallace & Gromit: The Big Fix Up

A preview of Wallace & Gromit: The Big Fix Up, an all-new epic adventure combining the latest in augmented and mixed reality where users will interact with Wallace and a cast of new characters

Where Once We:

Inspired by Shakespeare’s ever popular tale A Midsummer Night’s Dream, Where Once We is a multi-sensory journey combining mixed reality, immersive theatre and taste.