Slack engaged Sparks for their SXSW activation to create a 360 degree experience that increased awareness of Slack as the Digital HQ, a transformational platform that connects your teams, tools, customers and partners in a digital place that’s fast, flexible and inclusive for a work-from-anywhere world. The goal was to design a distinctly pleasant, in-person footprint to win the hearts and minds of prospects and industry leaders alike.

At the heart of the activation was a physical manifestation of the Digital HQ - a vibrantly colorful, visually stunning 58’x20’ structure with different rooms that used interactive experiences (analog and digital) to educate attendees about the features and benefits of Slack. The Slack Studio Live theater featured 20 Breakout sessions over 4 days including thought leadership panels led by Kara Swisher and Sarah Franklin, live podcast recordings, and sessions on the Future of Work and how to leverage Slack for your business. Attendees were also able to partake in Slack demos of their latest features (including ChatGPT integration!), interactive photo ops and “instagrammable” moments throughout the footprint (large neon logos, fence branding, giant Disco Ball), as well as rotating locally-sourced food and beverage refreshments all day

The entire 23,000 square foot display and Digital HQ structure were designed by leaning into Slack’s joyful, playful brand while keeping messaging and content top of mind.