Midwest House continues to annually expand presence at SXSW by building on its legacy of connection, innovation, and creativity, uniting both digital and physical spaces to create a cohesive experience for its audience. As a centerpiece of the activation, LWG brought the essence of the Midwest to life at Half Step Bar on Rainey Street. Located among major global players like HBO House and Sharpie, Midwest House embraced its roots, featuring design elements that fostered community and engagement.

The space was designed with accessibility, diversity, and collaboration in mind, starting with street planters that beckoned passersby with bold “Midwest” signage. A front gate and column wraps adorned with playful Midwestern sayings set the tone as attendees entered, instantly making them feel at home. The main stage design balanced physical and digital components, with banners framing live presentations and video streams, which could then be shifted to create the perfect backdrop for regional musical performances in the evening.

Interactive elements included a “Midwest’ism” wall where attendees could share local phrases (like “The Lions Should Have WON!”), as well as a selfie wall that evolved daily with wheatpaste layers reflecting the day’s theme. Upstairs, guests could identify themselves as funders, founders, dreamers, or creatives, solidifying Midwest House as a hub for talent, investment, and bold ideas—alive with the spirit of the region.

‍