Prime, Texas

City Pop-up

SXSW 2023 // Austin, TX

For SXSW 2023, Prime Video took over Hotel San Jose block, transforming it into a cityscape celebrating multiple shows and offering food, drinks, set recreations, and concerts. The small city pop-up apply named Prime, TX showcased elements that celebrate a variety of titles, and Cat/Alina Productions curated the experiences for Daisy Jones & The Six, The Summer I Turned Pretty, VIP suites and elements of The Boys Speakeasy.

Amazon Music collaborated with Prime Video to bring bands Grouplove and Joseph to perform songs from the breakout album “Aurora” from the series. Close to 1000 fans were greeted by interactive photo ops and a chance to see the cast on-stage introducing the bands. The electric night felt like a page right out of the 1979 rock n’ roll era.  

Guests also had a chance to be part of the band by getting inside the original Daisy Jones tour bus parked in front of Austin Motel. The iconic bus hosted a photo op that rocked out retro-polaroids for people to get a taste of life on the road with one of the world’s most infamous bands! 

We also created an influencer styling suite for Free People bringing outfits from their limited collection inspired by the show. Consumers were invited to try on pieces, pose in a floral-covered photo op, and get their nails painted in brand partner Essie’s limited edition polish colors.

Supplied by local Austin bakery Tiny Pies, guests treated themselves with treats themed to their favorite characters from The Summer I Turned Pretty at Cousin’s Beach Pie Stand. Visitors could also engage in photo ops in the beach-style booth or soak up the sun at the summer-inspired pool.