We're 10 days out from the start of SXSW 2018, and the hype around activations and pop-ups is already full steam ahead. There are plenty of straight-up parties and free shows, sure, but these activations are taking things to another level, inserting some serious creativity into the fest. Here's what we're looking forward to so far:
1. HBO is bringing Westworld to life.
We all collectively freaked out when it was announced that, in anticipation of Westworld's second season, HBO was building a theme park centered around the sci-fi TV show. From March 9 through March 11, fans of the dark, futuristic show will find themselves immersed in eerily familiar set locations, like the Coronado Hotel and Mariposa Saloon. They'll also be able to hunt for clues to Season 2, interact with hosts and dine on Western-inspired food and drink. The first wave of reservations are already full, but once SXSW starts, attendees will be able to sign up again.
2. Roseanne is coming back—and you can hang in her living room
Remember Roseanne featuring, uh, Roseanne (Barr)? Yeah, it's been a while. The ’90s cult classic is getting a reboot this year when it airs on March 27 on ABC, and to celebrate, scenes from the set are popping up on March 10 through March 12 at Volcom Garden. Fuel up at the Lanford Lunch Box, where they'll be serving cold cut sandwiches, pie and coffee (be sure to pick up a collectible koozie), then hang out in Roseanne's living room and post an animated GIF from her couch (gotta get that ’gram in). There will also be meet-and-greets, trivia and plenty of swag. No RSVP required.
3. FOX Sports scores with their World Cup house
The World Cup isn't until June, but FOX is amping us up at SXSW with their house, open from March 9 through March 12 at Hangar Lounge. There's something new for soccer fans every day: a kickoff party with tattoo artists, interactive photography, music and more (March 9); panels on the presence of the World Cup in the age of social media (March 10, 11); and open houses for the public throughout the fest. RSVP here.
4. Hermès takes over the old Uncommon Objects store
This one goes out to all the fashionistas. Stop by the old SoCo knick-knack shop and you'll be able to update your old scarves with a Hermès twist via dip-dying. It's called Hermèstastic, and it'll be available March 9 through March 18.
5. Zero gravity arrives courtesy of the UA HOVR House.
That would be Under Armour, in case you were wondering, and while details on this activation are still forthcoming, they had us at zero gravity. From March 9 to March 11, stop by 501 Brazos St for an inside look at their new HOVR shoes, which apparently incorporate some seriously tech-driven cushioning features; test them out inside their zero-g dome.