When Suzanne Visser & Dutch Digital Design
did SXSW 2023

Let’s look back at SXSW 2023 when we, Dutch Digital Design, were again part of the New Dutch Wave trade mission, in collaboration with CreativeNL. In Austin, Texas, our partner agencies Fabrique, code d’azur, Capitola, Resoluut together with Soda Studio and Superheroes took to the stage to share their thoughts on the future of digital design, augmented and immersive technologies. Followed by a panel discussion about the potential of digital technologies, and how these can help contribute towards resolving certain social issues.

Our event ‘The Future of Realities’ was a big hit, with an international crowd of 200 visitors. Time to chat to our board member Suzanne Visser who was there to experience it all, and who came back totally inspired.

Our mission

‘As a collective we are constantly looking for opportunities where we can share the best Dutch digital design, as well as giving Dutch digital design agencies a stage to share their work, thoughts, skills and passion.

Our mission is to connect this amazing work and these wonderful creators with a global audience of potential clients, partners and talent. To share, expose and inspire.

My mission was to look for inspiration, to see what the future will bring and what new technologies are out there. To learn about, but also to share with our Dutch Digital Design community back in the Netherlands. As technology is moving so fast. And at SXSW there is always something mind-blowingly innovating.’

To discover and explore new and relevant technologies and innovations. Being inspired by all of this always starts the best conversations. That’s really meaningful to us. To know where we are at in the world of design and technology.
Amanda Boomstra - Fabrique

Mission completed

‘Did we complete our mission in Austin? Yes, yes, yes. Together with New Dutch Wave and CreativeNL we created a fabulous stage for our Dutch Digital Design partner agencies. A stage where they could share and show how amazing the work and skill is we have here in the Netherlands.

Along with the panel discussion featuring Barbera Wolfensberger (Director General of the Ministry of Education, Culture and Science), Alexandra Popova (Adidas), Karen Palmer (Storyteller and TEDx Speaker), Mia Huynh (T-Mobile) and Tom Beck (Society of Digital Agencies - SoDA), where we shared an inspiring vision of the future with regards to the potential of digital technologies.

And we definitely laid some great foundations for future collaborations. For both Dutch Digital Design, as well as our partners. Enabling us to create even more digital impact internationally, as well as opportunities for our partners to expand their business. We have met inspiring international brands, prominent investors and government representatives. But also established new liaisons with German and Austrian delegations and members from the Society of Digital Agencies (SoDA).

You get bombarded with all the latest technology on offer. This might leave you feeling like you’re already behind. And that’s exactly what we - Resoluut - talked about at SXSW: how to avoid FoMO by applying a simple framework to your idea and see if it really is the right time right now to go ahead with that particular technology.
Rory de Graaf - Resoluut

Suzanne’s outtake

‘It was a truly impressive event for me. I loved the openness and energy in conversations. Not just about opportunities, but also about the challenges people are facing. With regards to work, growth and ambitions in general, but also more specifically about the issues we need to consider from a social point of view.

Many of the talks and sessions were focused around the societal impact of technology. How we need to pay attention within our field of work to what is happening around us. For example, how to battle against AI bias, and to always consider inclusivity and, therefore, diversity, in everything we do. That was truly insightful, and an important theme throughout.

One of our panellists and futurist, Karen Palmer, shared this incredibly clever and impressive AI based computer technology with us: cutting edge facial detection - integrated within an interactive film. So, whilst watching a video on your mobile, it analyses your unconsciousness by tracking your eye movements. Depending on these measurements, each user will see a different storyline. Just one of the many literally eye-opening technologies I was made aware of.’

A perfect mix of coders and creatives pushing the boundaries of technology and our imagination. Being amongst a new breed of tech savvy artists who are aiming for human-centred work, SXSW feels like coming home. An event as contemporary as it can be.
Cees Dingler - Capitola

Next steps

‘Our goal is to keep on sharing outstanding Dutch digital design, skills and knowledge. SXSW was a great stage to do exactly that, and only inspired us more. We will continue our conversations and partnerships with the relevant Dutch authorities to promote Dutch digital design abroad but also in our own country.

In a couple of weeks, New Dutch Wave is organising a SXSW reunion, where we and several speakers will share our experiences of the event with the community here at home. This will take place on Tuesday, 9th May, at Pakhuis de Zwijger, Amsterdam.

Also, we are excited about our continued collaborations with Dutch Design Week, Embassy of Dutch Creativity and organisations like FITC.

Finally, we are always open to talk and excited about new partnerships and event collaborations. So, if by reading this, you are inspired to talk with us, please send us a message. We would love to hear from you.’

SXSW is a place where incredibly passionate creative and digital experts come together. To be given the chance by Dutch Digital Design to share our thoughts and work on a live stage right there, and opening a new code d’azur office in Austin, Texas, made it even more special this time. A truly unforgettable and inspiring week!
David Vogel - code d'azur