GOTHENBURG, SWEDEN – 29 May 2025 — In a powerful display of culture-driven innovation, Polestar has been announced as the exclusive automotive partner for the highly anticipated inaugural edition of SXSW London, running from 2 to 7 June 2025. Spanning 25 dynamic venues in Shoreditch, the event promises to deliver a vibrant convergence of global talent across tech, screen, music, and creativity—with Polestar firmly at its electric heart.
As a brand synonymous with progressive design and sustainable mobility, Polestar’s presence at SXSW London reflects its bold commitment to pushing boundaries—both within the automotive world and beyond.
Driving Culture with the Polestar Performance Stage
Taking centre stage—literally—at Ely’s Yard, Polestar will present the Polestar Performance Stage, a curated platform for emerging musical talent. But this isn’t just any stage. In an inventive twist, performances will be filmed using the roof-mounted rearview camera of the Polestar 4, with live footage projected onto a large screen behind the artists. It’s a clever nod to the model’s digitally enhanced rearview system, which replaces the traditional rear window to offer an uninterrupted, high-definition view.
The Polestar 4, the brand’s most unconventional SUV coupé to date, will also be on display at the venue, inviting festivalgoers to explore its design-forward ethos—inside and out. With its rear window replaced by technology, it exemplifies the kind of design innovation Polestar is bringing to the forefront of modern mobility.
A Platform for Visionaries and Changemakers
Beyond music, Polestar is championing dialogue and thought leadership through its sponsorship of the SXSW Planet & Energy conference track. This includes a keynote address by Sid Odedra, Polestar’s recently appointed Head of UI/UX, who brings a multidisciplinary background spanning robotics, automotive, fashion, and entertainment. His talk, “Bringing Back Tech as a Force for Good”, will delve into the importance of restoring humanity to digital design—an ethos that underpins Polestar’s user-centric philosophy.
Adding further depth to the discussion, Ellen Broomé, the brand’s Sustainability Advocacy Lead, will appear on the provocatively titled panel, “Cancelling Sustainability”, tackling the rise of climate scepticism and how brands can confront it with clarity, transparency and action.
An Urban Treasure Hunt with an Electrifying Twist
In true SXSW spirit, Polestar is also inviting Londoners to engage in an immersive pre-festival experience. Hidden throughout the capital are a limited number of miniature Polestar model cars, each one offering an exclusive Platinum ticket to the event. Clues to their whereabouts will be unveiled on @polestarcars via Instagram, giving lucky finders full access to the festival’s expansive programme.
Voices of the Future: The Music Line-Up
The Polestar Performance Stage is set to feature a handpicked selection of rising musical talent curated in collaboration with the SXSW team. The line-up celebrates diverse voices and emerging sounds, each set amplifying the energy that defines both Polestar and SXSW:
Monday 2 June
- 12:00 – Wildes
- 14:00 – Steven Bamidele
Tuesday 3 June
- 11:00 – Jasper Hodges
- 14:00 – Sunflower Thieves
Wednesday 4 June
- 11:00 – Soaked
- 14:00 – Yasmin Samray
Thursday 5 June
- 12:00 – Zeus with no face
- 14:00 – Summer Son
Saturday 7 June
- 12:30 – Ankit Shrestha
- 14:00 – Zuko Rosemeid
A Shared Vision for the Future
Speaking on the partnership, Sam O’Shaughnessy, Global Head of Partnerships at SXSW London, remarked:
“We are delighted and proud to welcome Polestar as exclusive automotive partner. Their ambition to champion sustainability and innovation aligns perfectly with our mission to spotlight future-focused trends across industries. This is a partnership built on shared values and creative synergy.”
Polestar’s Chief Marketing and Communications Officer, Michael Manske, echoed the sentiment:
“SXSW is one of the most culturally relevant platforms globally and we’re proud to be one of the founding partners for the first SXSW event in Europe, our home market. We’re especially excited about the Polestar Performance Stage which features a line-up of truly inspiring artists.”
From cultural curation to thought leadership and immersive experiences, Polestar’s multifaceted presence at SXSW London 2025 underscores its role as a brand shaping the future—not just of electric vehicles, but of how technology, sustainability and design converge in everyday life. As the streets of Shoreditch pulse with energy, Polestar’s presence promises to leave a lasting charge.
