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As one of only 17 universities in the nation to hold bragging rights for its triple designation as a land, sea, and space grant institution, Texas A&M University takes immense pride in the life-changing research it consistently produces.

But information is of no use if it’s not communicated in ways that’s easily understood. The Texas A&M x ’47 Discovery House at South by Southwest sought to address this.

That’s why being an official partner at SXSW and having a physical presence there was a huge priority for Texas A&M. Being able to connect with thousands of like-minded creators, thinkers, and innovators at the 10-day festival means they have the opportunity to showcase the university’s groundbreaking innovations in ways that are not only culturally relevant, but creatively positioned as well.

SXSW is just one of the innovative ways Texas A&M is showcasing its modern, progressive future, a bold move for an institution who’s known mainly for its agriculture and military programs. And for sports lifestyle brand ’47, the connection to the university is uncanny. ’47's history as a purveyor of sports memorabilia and its foresight to see the future of sports licensing share the same entrepreneurial spirit that both Texas A&M and SXSW represent.

The Texas A&M x ’47 Discovery House highlighted the three exploratory worlds that Texas A&M excels in—land, sea, and space—and converted each into a physical experience that guests interacted with while also learning about the institution’s research and innovation in those three areas. Hosted at local favorite Clive on Rainey Street, video projections turned the bar’s ceiling into an otherworldly stargazing experience while custom animations of sea creatures and textures served as a backdrop throughout the bar’s interior.

The sensory experiences and collaborative energy around culture and innovation all culminated in back-to-back musical performances from emerging artists like Chicago rapper Joey Purp, Sweden’s Snoh Aalegra, hip-hop trio Injury Reserve, and the ever stylish Gus Dapperton.

To get an intimate look at everything that went down at the Discovery House, check out our video above and peep what else is in store at SXSW.

 

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