The Museum of the Future (MOTF), Dubai’s flagship innovation hub, made a stunning debut at SXSW® 2025, attracting over 25,000 visitors during its five-day activation from March 7-11. Positioned as Dubai’s official headquarters, the Museum House on 3rd Street and Congress Avenue quickly became one of the festival’s top attractions, drawing long lines of eager attendees from the moment doors opened.
MOTF’s immersive experience captivated festival-goers with a mix of futuristic art and cutting-edge technology. One standout installation, Refik Anadol’s AI-powered “Earth Dreams,” wowed crowds with its multi-sensory exploration of the future. Guests also enjoyed a taste of Dubai’s culinary culture, with over 30,000 samples of FIX Dessert’s famous chocolates devoured throughout the event. Project Chaiwala kept the chai flowing, pouring 10,000 cups, while 4,000 packaged products were distributed, bringing a piece of Dubai to Austin.
Social media buzz was off the charts, with over 632,000 interactions surrounding the event hashtag, #MuseumOfTheFutureSXSW. The success of this activation underscores Dubai’s growing influence on the global stage and its role as a leader in innovation and culture.
Panels throughout the week kept the conversation going, with notable sessions on lunar exploration featuring Emirati astronaut Hazzaa Al Mansoori, and the “Future of Storytelling: A Middle Eastern Series,” which explored how Middle Eastern creators are reshaping global entertainment. Other highlights included the “Food from the Dunes” panel, which delved into desert-inspired culinary innovations, and discussions on AI’s impact on human dialogue.
Overall, the Museum of the Future’s SXSW debut was a monumental success, offering a glimpse into Dubai’s visionary future while leaving a lasting impression on thousands of visitors. This activation marked the beginning of a new chapter in global cultural exchange, with Dubai solidifying its place at the forefront of innovation.