Top SXSW pop-ups and immersive experiences that are free and open to the public

South by Southwest has taken over Downtown Austin. Tens of thousands of badge holders from around the world are here for SXSW movie screenings, special events, and expert panels. For those who don’t have South-by lanyards hanging around their necks, there are dozens of free events that are open to everyone and shouldn't require too long a wait to get inside.

Hook ‘Em House

UT’s Longhorn Band led the way to one of the most popular pop-ups at SXSW on Friday. Hook ‘Em House is taking over Antone’s on 5th Street, and the line to get in proves that BEVO is a headliner.

“We love UT, so we’re definitely going to get some swag,” said Ekhi Muniatega.

Muniatega and his family have a detailed itinerary for how to maximize what’s fun and free.

“You need planning. Get to the houses you want to visit early and just enjoy downtown Austin,” said Muniatega.

At Hook ‘Em House, people are lured in by the swag but leave with a better understanding of how what starts at UT Austin can change the world.

“We want to show people from all over the world what the culture of Texas is like. That it’s fun and it’s smart and that’s what SXSW is,” said Joey Williams, Director of Marketing at UT Austin.

Hook ‘Em House is open March 7 and 8 at Antone’s Nightclub at 305 E. 5th Street.

Dubai’s Museum of the Future

For five days, the Museum of the Future will be Dubai’s outpost in Austin. A free ticket lets you step inside AI-powered Earth Dreams, a wraparound immersive installation from digital artist Refik Anadol. That same ticket is a passport to the most popular food and drinks in Dubai. Guests can savor FIX, Dubai's original viral chocolate sensation, and Project Chaiwala is providing demonstrations and samples of its authentic chai that is produced and packaged in Dubai. Notable speakers include astronauts, filmmakers, authors, and innovators.

Dubai's Museum of the Future is located on 3rd Street and Congress Avenue. It will be open March 7-11 from 10 a.m. to 7 p.m. daily. It is free to the public and badge holders.

FX’S Alien: Earth

FX’s series Alien: Earth made an impact at SXSW, dropping mysterious, parasite-infected wreckage on 5th Street.

Robyn Carter doesn’t have an SXSW badge, so she staked out a spot at the front of the line for the immersive experience.

“It’s a little warm. I could do without the sun beating down on me, but otherwise, it’s not too bad,” said Carter.

Carter says getting into popular activations without a badge requires two things.

“It’s a little combination of planning and luck,” said Carter.

FX’S Alien: Earth is open to everyone on March 7 and 8 from 2:30 – 10:00 p.m. at 318 E. 5th Street.

PARMAMOUNT+ The Lodge

PARAMOUNT+ has been a fan favorite at South-by for three years. The 3-story activation on Rainey Street is open to everyone,e and creators try to ensure the extra effort for the public to get inside pays off.

“There are only so many opportunities to break through the 4th wall, so to speak, and let fans see themselves on the kill table for Dexter or in the campsite for Yellowjackets. So, it kind of brings that next level to the fan experience,” said Michelle Garcia with Paramount+.

Paramount+ The Lodge will be open to the public from March 7-10 from 12 p.m. to 7 p.m. at The Clive Bar on Rainey Street.