Skype at SXSW
A large-scale experiential environment built as a reusable system
Skype
South by Southwest, Austin · 2012
MODA Role
Experiential Design · Event Architecture · Modular Systems · Technology Integration · Production & Delivery
(Project conceived and delivered independently as a studio-led initiative)
Context
For SXSW 2012, Skype sought to create a major presence within the Interactive Festival—one that could demonstrate the platform’s role in connecting people across distance while operating at the scale and energy of Austin during SXSW.
The result became the largest event within SXSW Interactive that year, requiring a comprehensive design approach that extended far beyond a single installation or activation.
Scope & Contribution
MODA conceived, designed, and delivered the entire event environment for Skype’s SXSW presence, serving as the experiential design and production arm for the project.
Working in collaboration with Pereira O'Dell, our work included:
-
Design of the main event stage and presentation environment
-
Design and furnishing of a large-scale outdoor lounge (non-container-based), creating a social and hospitality-driven heart for the event
-
Curation and sourcing of mid-century modern lounge furniture and props from the Austin area
-
Design of custom modular interiors built within ISO-standard shipping containers
-
Development of engagement models that allowed visitors to interact directly with Skype’s technology
-
Integration of custom technology throughout the environment to support live communication, interaction, and programming
-
Full production management, fabrication oversight, and onsite execution
The shipping containers were conceived as one element within a broader spatial system, not the defining feature.
Design Intent
The project was designed as a complete, human-scaled environment, balancing architecture, furniture, technology, and social space.
Sustainability was embedded in the design approach well before it became common practice:
-
Furniture and props were sourced locally and reused
-
Event elements were repurposed or donated following the festival
-
Shipping container interiors were designed for redeployment using globally available ISO-standard containers
Rather than treating the event as disposable, the entire system was designed for reuse, redistribution, and longevity.
Design + Technology
Technology was integrated as a functional and experiential layer—not as spectacle.
Custom technical elements enabled real-time interaction and communication, translating Skype’s digital platform into physical space. This project marked an early example of MODA working at the intersection of design, architecture, and technology—a throughline that continues today.
Outcome
Skype’s SXSW presence became one of the most prominent and widely recognized installations of the 2012 Interactive Festival.
By treating the event as a cohesive environment rather than a single activation, the project demonstrated how large-scale brand experiences could be modular, sustainable, and technologically integrated—years ahead of prevailing industry norms.
Attribution
This project was developed and produced by MODA (operating as an independent studio at the time), in collaboration with Pereira O’Dell. Client: Skype.