South by Southwest is extending its brand further than it ever has before: to Europe.
On Tuesday, SXSW announced more details about a new event called “me Convention” it will host in September in partnership with Mercedes-Benz. It takes place Sept. 15-17 in Frankfurt, Germany, alongside the International Motor Show and will focus on topics including “New Creation,” “New Leadership,” “New Realities,” “New Urbanism” and “New Velocity.” Badges for the event are already on sale for about $337; the price will go up about $45 on June 12 and another $23 on July 24, depending on the exchange rate. It was previously announced that SXSW was working with Mercedes on this event back in March, in the middle of SXSW.
In an email, SXSW said, “me Convention unites the tech, design, and creative industries for international exchange and business in one of Europe’s most vibrant cities. It features three days of workshops, talks, interactive labs, and evening events all within a festival-like setting. With me Convention, we hope to draw on fresh inspiration and innovations, generate lasting momentum, and intentionally shape the future together.”
It’s not the first time SXSW has worked on a major tech-related event outside of Austin. In 2013, it launched SXSW V2V, focusing on entrepreneurship in what was at the time the burgeoning boomtown of Las Vegas. That event lasted three years and the Las Vegas Downtown Project that fueled much of the excitement around it has not materialized as some in Vegas had hoped.
The most recent Austin SXSW wrapped up in Austin on March 18. The organization has not yet announced attendance figures for this year’s South By.
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