SXSW London, happening from 2–7 June 2025, is a unique event showcasing brave ideas, groundbreaking research, and transformative solutions.
At SXSW, the public plays a key role in shaping the agenda—from proposing sessions to voting for the ones they want to see.
SAMY is proud to present a lineup of innovative sessions designed to inspire, challenge, and spark meaningful conversations. Explore our proposals below and register to cast your vote between 9–17 December to help us bring these ideas to the stage!
Mapping culture, shaping beauty: Creating relevance in the new era of entertainment with L’Oréal
Join Melissa Lee, Head of Advocacy & Influence at L’Oréal for Europe and Paul Hickey, our Head of Strategy to learn more about L’Oréal’s data-led approach to navigating the cultural landscape and creating relevance in the new era of entertainment.
This session will explore the role that influencers, brands, and social media play in shaping culture and entertainment, as well as how different audiences are connecting with beauty in sports, gaming, tech, and beyond.
Counter Culture Caretaking – What’s The Future For Action Sports?
In the last decade, counter culture activities in the surf, mountain and skate worlds have turned from rebellious subcultures to globally recognised sports, while making a huge influence on fashion, design and even urban design.
Join brand leaders Jack Ibbetson from The North Face, Lawrence Stafford from Finisterre, Kerrie Donnelly from Vans EMEA and our ECD Alex Hill to answer the question – how do we respect the core culture of these sports, while growing into the future?
Expect to hear unrivalled insights and predictions that dig into the huge growth of the sports, the role of brands, the rise of the creator, the new impact of the athlete, and how the Olympics is changing the game.
Problem Solving, the essential skill for working with AI
AI is everywhere, but how many people truly know how to use it effectively?
The key to leveraging AI isn’t just having access to tools—it’s about mastering the art of problem-solving and framing challenges in ways that AI can solve. While many sessions explore AI’s capabilities, this hands-on workshop goes deeper, teaching participants the practical thinking skills needed to maximise any AI tool’s potential. Attendees will leave with actionable insights and techniques they can apply immediately to drive efficiencies in their daily work.
Join Corinne Odeurs, our Innovation Director, as she bridges a key training gap in AI usage, equipping participants with essential problem-solving skills to successfully work with AI.
Rapid design discovery through social listening and language analytics
The best design work starts with a deep understanding of user needs—but often, this step is overlooked. Stakeholders assume they know the answers, and budgets for research are slashed.
But what if you could uncover those needs without expensive studies? Your users are already sharing their frustrations, desires, stories and ideas online—on Reddit, X, Instagram, Facebook and forums. The challenge is turning that endless stream of data into actionable insights.
Our Global Head of Customer Experience, Mike Laurie, will show you how to harness social listening tools and language analytics to unlock user insights quickly and affordably. Learn how to cut through the noise, uncover real customer needs, and elevate your design work—all without breaking the bank.
