SXSW returned to Shoreditch for its second year in London. The global festival spanned five days, fuelled by the kind of creative energy the neighbourhood has always run on.

With a week of talks, roundtables and keynotes, we wanted to be part of the conversation. Since Huntingdon will soon be woven into the very fabric of Shoreditch, we needed to champion our neck of the woods. Properly.

If you passed our site during festival week, you would’ve seen our new hoarding: Original thinking still required. A nod to the AI moment we’re all living through, and a reminder of why Shoreditch exists in the first place. Whatever side of the debate you’re on, the world still needs big dreamers and blue-sky thinkers.

Below the hoarding were a run of fly posters. Funny lines that sum up Shoreditch. Sentiments that make sense here and nowhere else. Is there anything more British than showing pride in your local area by poking fun at it?

For the SXSW visitors discovering this part of London for the first time, we hope our hoarding was a warm welcome to our creative corner of the city. For the locals, perhaps it garnered a knowing nod or self-aware smirk.