Digital to Physical and Back Again

Pinterest House SXSW, aka the Lustre Pearl house, is ground zero for Pinterest’s new product launch for Lens. It’s brought to life in a gallery environment where users seamlessly transition pinning items—digital to physical, and, unpinning them—physical to digital. With Lens, users snap a photo of an object in the real world and instantly pin it to their Pinterest. A board is auto generated using photo search.

To draw crowds at street level, users interact with an actual “board,” that houses tongue-in-check objects and corresponding phrases to inspire exploration. The back of the house is outfitted with a 30 ft. pegboard “Take Me Away” wall where attendees unpin Pinterest swag. The wall, with graphics, is seen from every direction on Rainey Street. Pinterest House SXSW hosts 3000 visitors and includes an amazing all white, everyday objects photo booth, a Pinterest stage where attendees are treated to a Friday night concert as well as famous food from an on-premise Salt Lick BBQ shack.

South By Southwest dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. The event, an essential destination for global professionals, features sessions, showcases, screenings, exhibitions, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together.

  • Pinterest Lens product launch at SXSW
  • Lustre Pearl house takeover; 3000 visitors
  • 30 ft. “Take Me Away” swag wall
  • All white, everyday objects photo booth
  • Friday night concert and on-premise Salk Lick BBQ shack

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