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SXSW had branding all over the neighbourhood of Shoreditch in London.
Arjun Kharpal | CNBC
South via Southwest (SXSW) could also be a well known match within the United States, nevertheless it for sure hasn’t reached the similar stage of popularity in Britain.
“What’s that?” requested a pedestrian who was once passing via a SXSW London signal.
SXSW is a pageant held in Austin, Texas, yearly that brings in combination giant names in track, movie, artwork and generation. The organizers have introduced the development to London for the primary time this week, and CNBC took at take a look at what is going on.
CNBC’s Tania Bryer moderated a dialogue with London Mayor Sadiq Khan who throughout a gap speech made the pitch for the town as a “hub for talent, trade, tech and innovation.”
Mayor of London Sadiq Khan speaks with moderator Tania Bryer throughout the “Opening Remarks – Welcome to SXSW London” panel dialogue at the first day of SXSW London 2025 at The Truman Brewery on June 2, 2025.
Jack Taylor | Getty Images Entertainment | Getty Images
Khan took veiled swipes on the U.S. President Donald Trump and his business insurance policies and pitched London as open for industry.
“So at the time when there’s so much uncertainty and political turmoil across the pond, defined by an inward looking mentality, I’m going to reach out to international investors, businesses and creators to say that London offers you the opposite,” Khan mentioned, in line with Deadline.
SXSW is being held in quite a lot of venues around the inventive group of Shoreditch which could also be as regards to Old Street, a key tech hub within the early days of London’s startup scene. Shoreditch was once taken over via SXSW London branding, from work of art to indicators on lampposts.
SXSW had work of art far and wide Shoreditch, London, which marketed the development.
Arjun Kharpal | CNBC
Big names are in attendance, equivalent to “Game of Thrones” famous person Sophie Turner and actor and musician Idris Elba. On the tech entrance, Google DeepMind CEO Demis Hassabis spoke, as did Thomas Wolf, co-founder of man-made intelligence company Hugging Face.
$24 socks and loose chocolate
So what was once the enjoy like? The day began with me choosing up my press go and receiving an SXSW tote bag. There was once a time table and map in there and bar of SXSW-branded Tony’s Chocolonely.
I made my approach to Shoreditch Electric, a venue I simply came upon is house to the National Centre for Circus Arts. I watched a consultation the place Thomas Wolf of Hugging Face mentioned the growth of open-source synthetic intelligence fashions and the way forward for robotics. Open supply is a huge deal in AI presently as a result of the sturdy efficiency of the ones fashions, particularly out of China, which might be loose to make use of.
Shoreditch Electric hosted some talks throughout SXSW London. The courtyard was once a spot for attendees to sit down within the solar.
Arjun Kharpal | CNBC
The venue was once an industrial-style, uncovered brick construction. Just out of doors was once a espresso bar, which was once absolute best for the sunny climate in London on Monday.
I then walked over to the Truman Brewery, the place the primary level of the convention was once. Outside the doorway have been a lot of meals vans and, in fact, giant logo shows from sun shades company Ray-Ban and electrical automotive corporate Polestar, which had reside track performances all through the day.
Polestar and Ray-Ban took the risk to put it on the market their merchandise throughout SXSW London, 2025.
Arjun Kharpal | CNBC
Then there was once the respectable products retailer which was once promoting a couple of SXSW-branded socks for £18 ($24) and a T-shirt for £30.
After a handy guide a rough safety take a look at, I used to be within the Truman Brewery in time for a consultation from Hassabis. I determined to check out to look at it on level however the line to get in was once lengthy, even about part an hour earlier than the controversy. So I determined to look at it on a display screen within the media living room, which had lovely first rate sandwiches.
The front to the Truman Brewery the place the primary level of SXSW London was once situated.
Arjun Kharpal | CNBC
AI in every single place
AI was once for sure a large theme, with firms like Hugging Face, Google DeepMind or even Wayve, a U.Ok. driverless automotive startup subsidized via SofeetBanokay, discussing the way forward for the generation.
Hassabis spoke about synthetic basic intelligence (AGI), which is normally understood as AI this is smarter than people. He mentioned AGI could be “bigger” than the Industrial Revolution and the web when it comes to its affect on society. He additionally warned concerning the want to expand this generation responsibly.
The DeepMind founder additionally mentioned that over the following 5 to 10 years, AI gear are going to “supercharge technically savvy people who are at the forefront of using these technologies, but combining it with creativity and other skills.”
“I think they’re going to be able to achieve superhuman things,” Hassabis mentioned.
There was once a protracted queue of attendees ready to get into the following consultation the place Google DeepMind CEO Demis Hassabis was once about to talk at SXSW London, 2025.
Arjun Kharpal | CNBC
There are a lot of giant names acting all through the week, together with R&B famous person Tems — however they are a ways too overdue within the night and do not sync up with my 5 a.m. warning sign. So you will have to glance on social media to look what sort of vibe the ones occasions have.
