By Laura Kobylecky

Jane Nelson, the Texas Secretary of State, made her enthusiasm for London clear during a lively SXSW event in Austin titled London Calling: Where pioneering ideas meet business opportunities. The event focused on strengthening business, technology, and innovation connections between London, the UK, and Texas.

The event was co-hosted by Here East, an innovation campus originally developed for the London 2012 Olympics that now houses global tech companies, startups, academic institutions, and creative organizations. Also hosting the event was CELL (Creative Experience Lab London), which supports research and development across technology, creativity, and culture in live experience sectors. Featured partners included Wise and Oury Clark, organizations that help businesses operate internationally and expand between the US and UK markets.

A Texas welcome with London ambitions

There were microphone issues when Nelson began speaking, but she quickly adapted, drawing on her experience as a former school teacher to project her voice across the room. She broke the ice by leading the audience in a loud Texas-style “Yee-haw,” immediately energizing the crowd and setting a collaborative tone for the evening.

Nelson spoke about her long personal connection with London and emphasized the historical and cultural ties between the UK and the United States. She described SXSW as a place where entrepreneurs, innovators, investors, and creatives can meet and build partnerships that shape future industries.

Texas Secretary of State Jane Nelson speaks at the London Calling event during SXSW in Austin.

Innovation, media, and immersive technology

After Nelson’s speech, Justin Diener, Co-Founder and CEO of Synapse Virtual Productions, joined Dr. Lora Markova of Loughborough University London for a discussion about immersive technology, media, and the future of storytelling.

Diener explained how media production now combines filmmaking, game engines, software development, and communication technology, allowing audiences to experience content in more interactive and immersive ways. He noted that students entering these industries are increasingly learning multiple overlapping skills rather than specializing in just one field.

Dr. Markova discussed what she called the “spillover effect,” where innovation happens at the intersection of industries such as technology, education, media, and entertainment. She emphasized that the future of immersive experiences will be driven not just by technology, but by collaboration across industries.

Collaboration and global partnerships

As the event concluded, attendees continued networking and discussing business opportunities, partnerships, and new projects. The overall theme of the evening was collaboration — between London and Texas, between industries, and between technology and creativity.

The London Calling event demonstrated how global innovation ecosystems are becoming increasingly connected, with cities like London and Austin working together to build future industries through partnerships, investment, and shared ideas.

And, as the audience learned early in the evening, sometimes international collaboration begins with a simple Texas “Yee-haw.”

Laura Kobylecky is a contributing writer to Tech Trends. She is particularly interested in new and emerging technology and culture. Connect with her on LinkedIn 

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By Laura Kobylecky

SXSW 2026

Some big changes happened for SXSW in 2026. In 2025 it was nine days of events spanning two weekends, but the 2026 edition was reduced to seven days, running from Thursday to Wednesday with a weekend in the middle.

In previous years, the “Interactive” section focused on technology and took place before the Music section, while Film programming overlapped both. SXSW also allowed “secondary badge access,” meaning attendees could sometimes attend events outside their primary badge category if space was available.

This year the “Innovation” section focused on technology, and all three sections occurred concurrently. SXSW also removed secondary access, meaning only Platinum badge holders could cross conference sections.

The old Austin Convention Center has now been demolished, but the conference remains in the same general area, surrounding the flattened space. Hotels have become the main venues. The Fairmont, located between the former convention center site and the I-35 highway, became a central hub of the conference and hosted many of the larger events.

Emerging Tech Expo

One of the larger events at SXSW 2026 was the SXSW Emerging Tech Expo, held in the Manchester Ballroom on the 5th floor of the Fairmont Hotel.

The semi-futuristic but classical construction of the ballroom created a different atmosphere compared to the former convention center. Lighting was dimmer, with chandelier-style fixtures contrasting with the stark brightness of traditional expo halls. Overall, the room felt like a scaled-down version of previous years.

The event was open to the public on Wednesday, March 18th, so the relatively cozy space was occupied by badge holders as well as curious members of the public.

Many booths focused on AI-powered software solutions, ranging from generative facial technology for dubbing to AI-powered gun detection systems. Several SaaS companies also offered tote bags — a conference staple.

A Selection of Booths

Aina Tech

Aina demonstrated holographic and volumetric video technology at the SXSW Emerging Tech Expo

Aina is a company that claims to capture and deliver true holographic video that mirrors the real world. CEO Chaitanya Atluru explained that the company operates primarily as a software company, though it maintains a studio in Los Angeles as a research lab.

Clients record footage using multiple cameras, and Aina’s software builds volumetric video environments that can be explored in virtual space. The videos can be viewed on laptops, headsets, and other devices.

The key advantage is that once footage is captured, users can virtually direct the scene afterward by creating different camera angles, zooming, and moving through the space, effectively offering visual mobility within a recorded environment.

ChargerGoGo

ChargerGoGo charging station allows users to rent portable phone chargers in high-traffic locations

I spoke with Shawn Wen, co-founder at ChargerGoGo, to learn more about their small charging stations. He described them as “like a vending machine for a charger,” where users pay a small fee — typically $3 to $5 per hour — to charge their phones while they continue their activities.

These chargers are designed for locations with high foot traffic, including restaurants, bars, shopping centers, hospitals, stadiums, and universities.

While the concept is common across East Asia, including China, Japan, and South Korea, the challenge in the U.S. market has been localization, including compliance with regulations and integrating local payment systems such as Stripe.

Wen explained that his background in graphic design helped him understand user behavior and product design, emphasizing empathy and intuitive product features.

Namirsa Wellness

Namirsa Wellness displayed muscle recovery and performance devices at SXSW

Namirsa Wellness showcased massage chairs and muscle recovery devices focused on active recovery and performance. Their products include electronic stimulators, percussion devices, and foam rollers designed for muscle recovery and relief. Expo attendees could test the chairs directly at the booth, making it one of the more interactive displays.

DNA Hairtools

DNA Hairtools demonstrated styling tools with live demonstrations at SXSW

DNA Hairtools hosted live demonstrations with freelance stylists showcasing their styling tools. One of their highlighted products was the Air Styler, which uses extra-long titanium plates and infrared technology. The product demonstration showed how the tool could create loose curls that lasted throughout a long and windy day.

Free Professional Headshots – Precision Camera & Fujifilm

Precision Camera and Fujifilm offered free professional headshots at SXSW

Another high-interaction booth offered free professional headshots presented by Precision Camera & Video in partnership with Fujifilm. The booth included a full camera and lighting setup, providing high-quality professional photos with expert guidance. The service proved popular among attendees looking to update their LinkedIn profiles.

TooFar Media

Too far media creates “Immersive Storyworlds.” This combines Animation, Art, Books, Film and music.

MOD Bikes

MOD Bikes showcased electric bikes including a popular sidecar model at SXSW

MOD Bikes, an Austin-based company founded in 2017, displayed its electric bikes at the expo. According to the company’s marketing manager, their sidecar attachment is their best-selling product and ships globally, including to Europe, Korea, Australia, and Japan. The bike on display featured a stuffed dog in the sidecar, which attracted significant attention from attendees.

Conclusion

The SXSW Emerging Tech Expo offered a snapshot of where innovation is currently heading: practical applications of AI, hardware products designed for everyday use, and technology focused on improving real-world experiences rather than purely theoretical innovation.

From holographic video and charging infrastructure to recovery technology and electric mobility, the expo demonstrated that many emerging tech companies are focused on solving practical problems while improving user experience and accessibility.

Laura Kobylecky is a contributing writer to Tech Trends. She is particularly interested in new and emerging technology and culture. Connect with her on LinkedIn 

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