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“Atlanta” Immersive Experience at SXSW

Mar 12, 2022 @ 10:00 am - Mar 13, 2022 @ 5:00 pm


WHAT: To celebrate the return of the fan-favorite comedy Atlanta, FX presents a transportive pop-up, “The Trip: An Atlanta Café” at SXSW 2022. Designed to spotlight season three’s European narrative and play into the experience of cafes found in Amsterdam, the two-day immersive activation welcomes eager fans back into the world of “Earn,” “Alfred ‘Paper Boi’ Miles,” “Darius” and “Van.”

Available March 12-13, 2022 for complimentary general admission, with priority access given to SXSW badge holders, “The Trip: An Atlanta Café” offers a full-sensory environment framed by the experience of an “Amsterdam Coffee Shop” where all may not be what it seems. Situated in the two-story Higher Ground space—located a short walk from the SXSW headquarters, guests will be welcomed with traditional coffee service and European snacks.

With a cup of joe in hand, guests will commence their journey from reality to surreal by ascending to the second story for a mesmerizing environment posing the question, “Are you seeing what I’m seeing?” The top-level features easter eggs of what is to come in the new season, alongside a series of highly shareable “look and look again” activations.

For attendees who wish to heighten their “trip,” surprise and delight moments occur daily at 4:20 PM at which time additional sensory elements emerge throughout the experiential art exhibit and coffee shop.

ENTRY: Complimentary general admission to the public is first-come, first-serve, and priority access for SXSW badge holders. Proof of vaccination is required or a negative COVID test obtained within 72-hours prior to entrance. Masks required for entry. No badge is required for event admission.


Mar 12, 2022 @ 10:00 am
Mar 13, 2022 @ 5:00 pm


Higher Ground
720 Congress Avenue
Austin, TX 78701
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