The Paramount+ Lodge SXSW 2026 activation is returning to Austin with one of the festival’s most immersive fan experiences. During this year’s South by Southwest festival, Paramount+ has once again transformed Rainey Street into an interactive destination where fans can step directly into the worlds of their favorite shows.
Located inside The Clive Bar, the three-level experiential takeover celebrates Paramount+ programming through themed installations, cinematic photo opportunities, and interactive activations. Additionally, the Lodge blends entertainment, sports culture, and immersive storytelling to create one of the most talked-about brand experiences at SXSW.
Paramount+ Lodge SXSW 2026 Location and Schedule
The Paramount+ Lodge SXSW 2026 activation takes place throughout the festival week, giving both badge holders and the public the opportunity to explore the installation.
Location :The Clive | Austin, TX 78701|Bar609 Davis St
Event Schedule
Thursday, March 12 | 4 PM – 12 AM (Open to public, badge priority)
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 (Open to public, badge priority)
Meanwhile, SXSW attendees can enter the Lodge to explore a variety of themed environments inspired by Paramount+ shows and live sports programming.
Inside the Paramount+ Lodge SXSW 2026 Experience
Furthermore, the experience blends cinematic set design with interactive elements, creating shareable moments throughout the venue.
Survivor 50 Celebration
One of the most popular attractions celebrates the milestone 50th season of Survivor, one of television’s most iconic reality competition series.
Fans enter a Tribal Council–inspired installation, where they can participate in one of the show’s most recognizable rituals — lighting their own torch.
As a result, the moment becomes a memorable fan experience captured through shareable photos and videos.
Step Into the World of Marshals
The Lodge also offers fans an early preview of the upcoming CBS drama Marshals, a series expanding the universe of the hit show Yellowstone.
Visitors enter a rugged frontier-inspired installation that recreates landscapes of the American West. Additionally, the immersive environment places guests directly inside the cinematic world of the series.
Welcome to West Texas: Landman
The installation features oil pumps, drilling rigs, and industrial scenery, creating a dramatic photo opportunity for fans.
Meanwhile, the cinematic design mirrors the gritty atmosphere portrayed in the Paramount+ series.
NFL on CBS Conference Thrones
Sports fans visiting the Paramount+ Lodge SXSW 2026 can also experience installations inspired by NFL coverage on CBS.
Visitors can sit on sculptural thrones representing the AFC and NFC conferences, constructed from football helmets, pads, and game-day equipment.
Notably, the installation encourages fans to declare their team allegiance while capturing a shareable moment for social media.
UFC Walkout Tunnel Experience
Another highlight recreates the iconic UFC fighter walkout tunnel.
Complete with dramatic lighting, arena sound effects, and crowd energy, the installation allows visitors to experience the adrenaline of entering the octagon.
Ultimately, guests leave with a cinematic video capturing their personal fighter-style entrance.
Swag Stampede Custom Leather Bar
The Lodge also features a Western-inspired outdoor studio where fans can design custom leather goods.
Guests choose from various leather items and watch artisans personalize them using stamped designs inspired by Paramount+ series.
In addition, the activation allows visitors to leave with a unique handcrafted souvenir from the event.
Paramount+ Surprises Around Austin
Beyond the Lodge itself, SXSW attendees may encounter additional experiences across the city connected to the upcoming Paramount+ original series Dutton Ranch.
These pop-up surprises extend the festival experience beyond Rainey Street while building anticipation for the new series.
SXSW attendees explore immersive installations at the Paramount+ Lodge.
Ultimately, the Paramount+ Lodge continues to be one of the standout fan activations at SXSW, blending immersive storytelling with interactive entertainment. By bringing popular series, live sports, and cinematic environments together in one space, Paramount+ gives festival attendees a chance to step directly into the worlds of their favorite shows while experiencing the creative energy that defines South by Southwest.
