6 days ago
Texas House shines light on Lone Star State innovators at SXSW London
AUSTIN (KXAN) — As Austin's iconic South by Southwest (SXSW) launches its inaugural Europe festival this week, one group of Texans is hoping to highlight the spirit of the Lone Star State in London.
Texas House launched as a satellite activation in Austin during SXSW in March 2025. According to the organizers, the event hosted nearly 3,000 attendees over two days, nearly 40% of whom were C-suite level executives. It offered panel discussions, focusing on how Texas is experiencing a modern renaissance — leading in tech, energy, life sciences and innovation.
The founder, Will Herrmann, said he hopes to bring the same focus on Texas innovators to the European leg of SXSW.
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'We're living in an era of significance in this state that we've not seen since we discovered oil. It is remarkable time to be a Texan — and I think that the world needs Texans and what we have to offer more than ever,' he said.
Herrmann credits the idea for Texas House to his late wife, Abby.
'After many years of attending South by Southwest and seeing a house for every city, state and country except our own, we thought it was time to tell our story,' he said.
Alex Kuehler, vice president of communications for Texas House, said the interest and success of the Austin activation in March inspired them to take their show on the road.
'We were like, 'Well, there's only a couple months away. Let's jump at the opportunity and give it another go,'' Kuehler said. 'The whole thing, right from the beginning, was Texans leading global conversations, and what better place to do that than in a global city like London?'
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For its London version, Texas House plans to host several expert panels again, featuring leaders from Rice University and other groups. The activation will also screen a portion of the Texas wildlife documentary, 'Deep in the Heart.'
The organizers said one of the biggest differences from the Austin event is barbecue on the menu, from a London eatery known as Texas Joe's — operated by a Texan, of course.
'He also does union western clothing,' Kuehler noted. 'So we're going to have a couple of those things on display, which — he's outfitted Post Malone, done custom for others like Charlie Crockett.'
Both Kuehler and Herrmann said they hope people pack their boots, wear their cowboy hats on the plan and join them. Check out the schedule here.
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