Yahoo @ SXSW

Yahoo’s takeover of Brazos Hall during SXSW was a masterclass in experiential and spatial design, transforming the venue into an immersive brand universe. Anchored by a bold purple palette, the design wove Yahoo’s identity into every corner, creating a cohesive yet dynamic environment. Uplighting, plexiglass panels, and strategic typography seamlessly defined spaces while maintaining a fluid flow between experiences.

Each activation offered a unique sensory journey—live performances energized the main stage, while intimate corners like the nail art station and coffee shop encouraged personal interaction. The fantasy sports lounge and mobile media center highlighted Yahoo's tech offerings through playful, hands-on exploration.

Adding depth to the experience, the existing structure served as a canvas for Humans of New York photographer Brandon Stanton's work, blending storytelling with architecture. Yahoo’s thoughtful spatial organization and design ensured attendees were effortlessly guided through a multifaceted journey, making every interaction a meaningful touchpoint with the brand.