A Brand-Driven Venue Transformation
We’ve provided rentals for The Female Quotient at SXSW for multiple years, each time helping to shape their venue into an interactive, brand-driven activation. In 2026, we finally had the production capacity to take on the full transformation, with rentals and custom brand activation fabrication!
Throughout the festival, the brand hosts a series of educational talks and activations. This year they chose a western theme, complete with horseshoes, cowhide rugs, cowboy boot décor, and more. While it’s a theme we execute often, this iteration felt fresh because of how it aligned with FQ’s brand. They have a modern, feminine-yet-strong identity, defined by minimal fonts, pinks, and signature rose gold accents. For this event, the western theme was done in a refined way in order to blend with the brand—you’ll even noticed rose gold light sconces and mirrors used in our fabrications.
Custom Experiences Anchored by Brand
Let’s walk through each custom moment and how it reflected the brand with innovative design choices and provided SXSW attendees with a unique experience.
Saloon Door Entrance
Starting off strong with the entrance, we fabricated this Double Saloon Door Entryway. The doors were painted a shade of pink that aligned with the FQ brand, planters were added for florals to give it another feminine touch, branded signage was attached, and a bench in the middle offered a photo moment. Intentionally designed for this event, this entrance started the guest experience off on a super fun note.
Refined-Western Registration
We built this barn-inspired backdrop and added FQ’s brand in vinyl to greet guests as soon as they walked through the door. We draped a cowhide rug over our pink Cosmopolitan Straight Bar and surrounded the setup with some faux plants. To make sure that this branded decor stood out, we draped the walls in white velvet.
Interactive Horseshoe Display
Guests moved from registration straight to this interactive display. We built this wood paneled wall to perfectly match the theme. Check out the rounded corners on the trim detail—it’s the little additions like this that make a theme feel really considered.
Refreshment Bar
Just around the next corner were more Cosmopolitan Bars for refreshments. The same white velvet drape was continued behind the bar where we hung branded signage that included the drink menu.
Stage Set & Backdrop
From the refreshment bar, you could go straight to an inspiring talk by female leaders. This stage design provided a cool focal point that aligned with FQ’s brand color palette and the western theme. Notice the small branded details like the FQ logo repeated on the thick piece of trim—no detail was missed here!
Happy Hour Spot
Right outside the stage area, a chic happy hour moment. We built this shelved backdrop to display sponsored product and decor. Of course our G&T Bar is a non-negotiable for a western theme.
Sponsor Stations
We provided customized bars for brands who were popping up at the activation. Notice how the vinyl on this bar matches the wood paneled backdrops from inside.
Intentional Lounge Choices
It wouldn’t be a Party at the Moontower event if the lounges weren’t perfectly on-theme. Combining woven leather from our Madiera Chairs and brown velvet from our Piscola Sofa aligned with the refined western vibes.
Custom Brand Activation Fabrication Number One
Pop-up dentist office with western vibes? No problem! We carried the same wood paneling out into this mini brand activation backdrop.
Custom Brand Activation Fabrication Number Two
Around the corner, we created this Shopify pop-up. A large wall anchored the space, creating built-in vanities where guests could sit for makeovers. Complete with full-length mirrors and product display, this area allowed you to sit and stay awhile with the brand.
Western Photo Op
And after your makeover, a very western photo-op with “FQ” spelled out in cowboy boots.
Merch Booth
Guests could take home personalized denim jackets and other merch. The merch station included two of our Kir Royal Bars and a custom backdrop made just for product display. Signage attached to the backdrop mimicked a denim pattern with FQ’s branding front and center.
Content Area
FQ used our 8′ Circular Platform, also painted brand pink, as a space to conduct interviews for social media and create content.
Bookshelf Display
Before guests left, they could browse books to take home. Our Object of Affection Shelves and Naked & Famous Bar were the perfect pair for this display.
As you can tell, there wasn’t a corner of Waller Creek Boathouse that wasn’t used to create a fun, new experience for SXSW attendees. We loved the thoughtful consideration of both the brand and the event’s theme when designing decor for this activation.
