Prime Video brings a unique, immersive experience to Austin’s iconic Hotel San José during SXSW 2025, offering fans an unforgettable journey celebrating women-led content featured on the streaming platform.
From March 7-8, 2025, between 11 AM and 6 PM each day, guests will step into the world of Amazon Originals. There they will explore empowering stories driven by strong female leads across a range of genres.
Whether you’re in the mood for an emotional romance, an adrenaline-filled action film, or just a relaxing break, Prime Video’s activation offers a personalized experience tailored to your preferences. Fans will receive a custom itinerary upon arrival, guiding them through a variety of themed experiences inspired by their favorite shows and films.
Prime Video Returns to Hotel San José for a One-of-a-Kind Experience at SXSW 2025!
So, upon arrival, guests will check in at The Concierge desk, where a friendly staff member will ask a few fun questions to curate a personalized journey based on their favorite Prime Video shows. They’ll receive a guide with all the experiences awaiting them and a tote bag with their first Prime patch. Throughout the experience, guests can collect more patches by visiting each activity.
Take a Dip at The Pool and Enjoy a Cocktail at The Genre Bar
Relax by The Pool, an immersive space where guests can grab a drink and snap a photo. At The Genre Bar, bartenders will serve personalized cocktails and recommend shows based on preferences, with clips from Prime Video playing on surrounding screens.
Grab a New Read and Relax at The Prime Bookstore Café
Head to The Prime Bookstore Café for a cozy coffee-shop atmosphere. Guests can browse books adapted into Amazon Originals and enjoy light bites like tacos and pastries while watching trailers from popular Prime Video series.
Spark Romance at Cousins Beach Country Club Snack Bar
Guests will craft friendship bracelets inspired by The Summer I Turned Pretty at the Cousins Beach Snack Bar, choosing colors and charms based on favorite characters. The beachy vibe is completed with a lifeguard stand and clips from the show.
Navigate The Grand Diamond Hotel Command Center in G20
Step into a high-stakes mission in the G20 Command Center, where guests help navigate a terrorist lockdown. With guidance from the cast and thrilling film clips, decisions will lead to a dramatic outcome. Guests can take a picture with cast members or receive a thank-you message from the President.
Transport to Capri at The Capri Lounge
Relax at The Capri Lounge, inspired by Another Simple Favor, and enjoy Gin Martinis and lemon gelato. The cozy atmosphere hides dark secrets, with mysterious blood-spattered lemons adding intrigue.
Get a New Profile Picture at Pia’s Photo Studio
In Pia’s studio from Picture This, guests can book a professional photo shoot and leave with a stunning new profile picture for social media.
Break a Leg Before the Curtain Rises at The Stage and The Dressing Room
Step into the world of ballet from Étoile, with a stage and dressing room experience. Guests can freshen up and get a ballet-inspired makeover with Nexxus stylists.
Channel Your Inner Street Racer at the McLaren Valet
Pose with a sleek McLaren Artura at the valet stand and experience the luxury, street racing, and romance from My Fault: London.
Stop and Smell the Tulips at The Tulip Wall
Pick a tulip from a vibrant wall for a chance to win a prize. Some tulips may even have a bloody stem, offering exclusive giveaways tied to Holland.
Before You Go: Customize Your Tote
Before leaving, guests can visit the patch station to personalize their tote bags with patches collected from each Prime Video experience, creating a one-of-a-kind memento of their adventure.
This activation offers something for everyone, combining fun, adventure, and fandom in one unforgettable experience. Prime Video is thrilled to immerse fans in the worlds of their beloved titles and to showcase the power of women-led storytelling.
