With the Immersive Dreams & Nightmares program, CreativeNL will explore the potential impact—both positive and negative—of Immersive Experiences (IX) at SXSW 2025. The initiative also aims to strengthen the international IX community, foster collaborations, and, together with New Dutch Wave, seek out the most valuable inspiration.
Last year, the Dutch creative industry made a strong impression at SXSW with immersive experiences like the award-winning Soulpaint by Monobanda. Building on this success, the Netherlands is once again making a mark, with six Dutch immersive experiences and other speakers selected for the SXSW* main program.
Immersive Experiences (IX) are becoming increasingly influential in our lives. Think of virtual worlds, 360-degree visuals and sound, augmented reality, chatbots, interactive animation, and games—often powered by AI. IX are seen as seamless blends of digital and physical worlds that will significantly shape how we live, work, learn, and relax. They are transforming industries such as culture, entertainment, communication, healthcare, manufacturing, and the built environment.
CreativeNL’s program, running from Friday, March 7 to Monday, March 10, includes:
- Immersive Dreams: Step into the Future of Immersion with international curator Nathalie van Sasse van Ysselt
- Immersive Nightmares: On Neurotechnology and the Future of Privacy (featuring new research from the Rathenau Institute)
- A roundtable session on key international IX topics, hosted by CIIIC (the Dutch IX program)
- Multiple Immersive Mornings
- A wrap-up session for Dutch Wave and international partners.
(View the full program here. Set ‘x Filter’ to English.)
New Experiences
Maarten Schram, SXSW Project Lead on behalf of CreativeNL: “Amidst all the political turmoil, our program stands strong—though this year, without our own dedicated venue. Instead, we are co-hosting several panels and networking moments with IX pioneer Québec, Canada, at the Fairmont Hotel, where plenty of other IX projects will also be on display. Additionally, we are guests at creative agency Preacher, which recently opened a branch in the Netherlands. Given the current political climate, we’ve opted for a slightly smaller delegation, which feels more appropriate. At the same time, this makes us more flexible at SXSW, a festival that is always packed with activity—now even more so with groundbreaking new technology and pressing societal issues at the forefront.”
Simone van Bennekom, Head of CreativeNL, on the sessions, knowledge exchange, and collaboration with the international IX community: “With the Immersive Dreams & Nightmares sessions, we aim to highlight what the Netherlands sees as the greatest opportunities—and unfortunately, also the risks—of new digital immersive experiences. Additionally, we are organizing a roundtable discussion with CIIIC, which is dedicated to bringing an international perspective to key community topics such as public values (privacy, digital inclusion, etc.), talent development, and collaboration.”
New format
Schram adds: “We’re also looking forward to our Immersive Mornings and wrap-up! This is a new format, hosted by ‘our’ curator Monique van Dusseldorp. During these breakfast sessions, we’ll exchange tips, and Monique will share highlights from that day’s SXSW program. She will also invite international experts for brief but insightful conversations, offering us valuable learning moments. We’re organizing these sessions before the official SXSW program kicks off, so everyone can start the day well-prepared and make the most of their experience.”
Danny Frietman of New Dutch Wave adds: “As always, we’re teaming up with CreativeNL in Austin, and we’re thrilled about it—it makes us stronger together. I’m especially looking forward to collaborating with Québec at the Fairmont and showcasing our work with the DDA (Dutch Digital Agencies) at Preacher.
Of course, the Flying Dutchmen Tour will also be happening again for those who want a guided experience at what can sometimes be an overwhelming festival. Yes, the circumstances are more challenging this year, but that only fuels creative minds even more. Let’s start making some new waves again!”
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* The six Dutch immersive experiences selected for SXSW 2025:
Shelter (VR) – Scopic https://schedule.sxsw.com/2025/films/2206143
Ancestors – Stichting Wild Vreemd https://schedule.sxsw.com/2025/films/2206122
Anouschka – Ado Ato https://schedule.sxsw.com/2025/films/2206141
Future Botanica – Polymorf https://schedule.sxsw.com/2025/films/2206153
Dropstuff: Sweet! https://schedule.sxsw.com/2025/films/2206089
The Art of Change – Vincent Rooijers https://schedule.sxsw.com/2025/directors/2206117
View the full program of the Dutch creative industry at SXSW 2025 here (set ‘x Filter’ to English).
About CreativeNL
CreativeNL, your connection to a world beyond imagination, is the international ‘brand’ of the Creative Industry Top Sector, part of the knowledge and innovation network of the creative industry, CLICKNL. CreativeNL encourages the Dutch creative industry to make both economic and societal impact internationally. Specifically, it motivates creative professionals to pursue business opportunities abroad, form sustainable collaborations, and exchange knowledge in ways that accelerate making the world a better and more beautiful place.
For more information about CreativeNL’s mission: Maarten Schram maartens@creativenl.nl
For more information about the Flying Dutchmen Tour: Linda Holleman linda@newdutchwave.com
Read and learn more about the mission in 2024 here (set ‘x Filter’ to English). And follow CreativeNL in Austin on LinkedIn.
