Showing Up Big at SXSW 2025: Freestanders Set The Stage for Midwest House’s Biggest Activation Yet
Midwest House isn’t just another pop up, it’s a dynamic, experiential platform amplifying the creativity, innovation, and entrepreneurial energy of the Midwest. Since 2015, it’s been a must-see destination at SXSW, connecting regional startups, artists, investors, and changemakers.
In 2025, Midwest House scaled up their SXSW presence, breaking records with 55 events, 151 speakers, and two distinct venues across Austin. To match their growing presence, they needed signage that could keep up—not slow them down.
A four-panel Freestanders Wall allowed for multiple configurations across 55 events.
The Old Way: Signage That Couldn’t Keep Up
In past years, Midwest House relied on venue-specific signage that:
Needed to be affixed to walls or surfaces
Lacked flexibility across different layouts and locations
Was time-consuming to install and remove
Created excessive waste after the event
Why Freestanders Worked
One signage system. Two venues. Limitless possibilities.
With the scope of SXSW growing, Midwest House needed a signage solution that was modular, mobile, and adaptable—without sacrificing style. Our Freestanders Walls and Stacking Cubes made it possible to scale their presence with ease.
Freestanders delivered:
Fast setup and teardown (no tools or affixing required)
Easy transport between venues
Consistent, bold visuals that elevated the brand experience
Whether used as backdrops, wayfinding, or partner signage, Freestanders allowed the Midwest House team to reconfigure and reuse elements across both venues with zero waste and total visual impact.
Freestanders helped carry the momentum from one venue to the next—keeping branding consistent, logistics simple, and spaces bold and engaging. The system worked so well, Midwest House is now integrating it into their activations throughout the year.
Proof in the Performance
Across four days at SXSW, Midwest House achieved:
9,463 Registrants
8,887 Attendees
79 Partner Organizations
Ready to streamline your next activation?
Let’s talk about how Freestanders can simplify your signage strategy while turning heads.