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Evening Standard

SXSW London 'kicked off biggest month for business in London'

Ayesha Qureshi MBE who was instrumental in the London 2012 Olympics working across community engagement and planning compare the event to the Games, saying, 'Just like the Olympics, SXSW London has sown the seed that it can be a catalytic event for the UK. The festival has had a tremendous impact in its first year alone and represents a huge opportunity for us in this country to be global innovation leaders. On the ground it also injected new diverse global audiences to buildings and venues in East London who desperately need the revenue streams. I walked up and down Brick Lane and spoke to local businesses who told me that they had experienced exponential increase in footfall. The promise of SXSW London as a ten-year stint also means we can continue to grow the halo effect the festival can have across the whole of the UK – marking the UK as unique leaders in global innovation.'