There’s no event quite like SXSW. It’s where the world’s most ambitious ideas in tech, film, and music collide among the unique energy of Austin. This March, the Lureo team headed to Texas to show how we’re turning the physical world into a canvas for spatial storytelling.

From the Stage to the Streets

Our founder, Michael, joined an incredible panel at Ireland House titled "Real-World Immersion at Scale: The Future of Spatial." Alongside industry leaders Muki Kulhan, Shawn Barrett and Janet Beck, Michael discussed a fundamental shift in how we experience places.

We aren't just talking about digital layers; we're talking about transforming tourism, culture, and fan engagement into walkable, life-sized narratives. The core message was clear: location-based immersive experiences are a powerful new way to connect people to the physical world around them. The momentum didn't stop after the panel, we demoed the Lureo tool to a wide range of creators, proving that spatial storytelling is becoming more accessible than ever.

Networking and the Investor BBQ

SXSW is famously a melting pot of people from all over the world, Michael represented the Irish startup scene at Germany House, pitching Lureo alongside a curated group of founders from the UK, Germany, and Ireland.

Outside of the formal pitches, the trip was about building connections across the city. This included an Investor BBQ hosted by Alumni Ventures, which provided a great informal setting to discuss scaling into the US market and meet with key industry players and potential partners.

Breaking Down Barriers to Spatial Storytelling

Amidst the busy schedule, Michael sat down for an interview with Fidelity. The conversation focused on the accessibility of Lureo; both technically and financially. We discussed how Lureo is breaking down the traditional barriers to entry, allowing creators to build complex immersive experiences without the need for massive budgets or specialized development teams.

Insights from the Creator Economy

Beyond our own sessions, we took the time to learn from the leaders shaping the digital landscape. We attended a major session on the Creator Economy Track featuring: Brooke Berry (Head of Creator Development, Snap), Katie Sollenberger (Meta) and Julia Hamilton Trost (Head of Creator Partnerships, YouTube). 

The consensus among these platforms is a move toward high-impact, authentic storytelling, exactly where Lureo’s location-based experiences sit. We also caught a session with Daniel Lubetzky (founder of KIND Snacks and Shark Tank regular), who shared invaluable insights on building brands with purpose and staying resilient in a competitive market.

The Irish Takeover

It wouldn't be SXSW without the music. We caught some amazing live jazz and saw upcoming Irish talent like Moio perform as part of the Music From Ireland showcase. Seeing Irish artists command a stage in the heart of Austin was a great reminder of the creative energy driving our community.

‍Looking Ahead

SXSW 2026 reinforced that the world is ready for real-world Immersion. We left Austin with new connections and a reinforced mission: to make every location a stage for an interactive story.

Texas-sized ambition for a new era of spatial storytelling.

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