Every year, SXSW showcases artists and technologies that push the boundaries of their disciplines, and the new headquarters building reflects this commitment to innovation, creative thinking, and sustainability. The lobby and public areas provide a strong street presence with a large-scale digital experience installation. A green roof and series of balconies offer employees access to the outdoors and capitalize on beautiful views of the city skyline and the Capitol dome. Inside, the building responds to seasonal staffing shifts with floorplates that offer maximum flexibility and let the organization scale up or down quickly. SXSW’s strong brand identity is also infused throughout the design. Gensler is serving as Interiors Architect and Architect of Record to Pei Cobb Freed & Partners.