SXSW is one of those festivals where you never quite know what you’ll stumble into. One minute you’re heading to a screening, the next you’re walking into an immersive fan experience that feels like stepping straight into a television set. This year Paramount+ is back in Austin with the return of The Lodge, and if past years are any indication, it’s going to be one of the most talked about activations of the weekend.
For the fourth year in a row, Paramount+ is transforming the Clive Bar on Rainey Street into a multi-level fan playground. Located at 609 Davis Street, the venue becomes a hub where fans can step into the worlds of some of the streamer’s biggest shows while enjoying themed drinks, photo moments, and interactive experiences tied to Paramount+ programming.
Why The Lodge Is One of SXSW’s Must-See Activations
The Lodge isn’t just another festival pop-up. Paramount+ has built a reputation for turning this venue into a full blown immersive experience that blends television, sports, and fan culture into one interactive space. Visitors can move through multiple themed environments inspired by Paramount+ shows and live sports properties, each designed to feel like you’ve stepped directly into the action.
This year’s Lodge draws inspiration from several Paramount+ hits including Landman, the upcoming CBS series Marshals, and the milestone celebration of Survivor 50. Fans will also find nods to major sports partnerships including the UFC on Paramount+ and The NFL on CBS.
Survivor 50 Gets the Spotlight
One of the biggest highlights this year is the Survivor 50 activation, celebrating the legendary reality competition series as it reaches its fiftieth season. Paramount+ is hosting a VIP press preview on Thursday, March 12 from 3:00 PM to 4:00 PM, offering an early look at the immersive setup before the public crowds arrive.
The centerpiece of the activation recreates the iconic Tribal Council environment from the series. Guests can step into the torch-lit space, light a ceremonial torch, and capture photos and video in a setting that fans of the show will instantly recognize.
The Survivor celebration is just one piece of the experience. Visitors can also walk through a UFC themed walk-out tunnel that recreates the adrenaline rush fighters experience before entering the octagon. Along the way, displays highlight some of the biggest moments and athletes in the sport’s history.
For fans looking to take something home, Paramount+ is also hosting a western-inspired customization station where artisans create personalized leather keepsakes tied to the different shows featured inside The Lodge.
Inside The Lodge Experience
The Lodge itself spans three levels of activations, each designed around a different Paramount+ property or sports partnership. One area transports guests into the rugged West Texas setting of Landman. The space includes an oilfield themed environment and a bar called The Patch Café serving show-inspired cocktails.
Another section introduces visitors to the world of Marshals, the upcoming CBS Original series set against the backdrop of Montana’s frontier landscape. Fans can step into a scenic photo moment that captures the show’s western aesthetic.
Sports fans will also find plenty to explore. A pair of sculptural thrones built from NFL helmets, pads, and footballs represent the AFC and NFC conferences, giving fans the perfect opportunity to declare their football loyalty for the camera.
Meanwhile the UFC tunnel installation delivers one of the more dramatic moments in the venue, walking guests through a visual history of the organization before they emerge into the main space.
Lodge Hours During SXSW
Paramount+ will keep The Lodge open throughout SXSW weekend with a mix of public access hours and badge holder events.
Thursday, March 12: 4 PM – 12 AM
Friday, March 13: 12 PM – 7 PM (Public), 8 PM – 11 PM (Badge holders)
Saturday, March 14: 12 PM – 7 PM (Public), 8 PM – 11 PM (Badge holders)
Sunday, March 15: 12 PM – 8 PM
Why This Activation Stands Out at SXSW
SXSW has no shortage of brand activations competing for attention, but Paramount+ continues to stand out because The Lodge actually feels like part of the festival rather than just an advertisement. The environments are designed for fans, the experiences are interactive, and the space encourages visitors to linger rather than simply walk through.
Between the Survivor 50 celebration, the show themed environments, and the sports installations, The Lodge is shaping up to be one of the most ambitious immersive spaces at SXSW 2026.
If you find yourself wandering down Rainey Street during the festival, this is definitely one stop worth making.
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