Environment & Experience Design
Jenya Andreev
Roundhouse Moovel City of the Future @ SXSW
Moovel wanted a compelling SXSW activation, presenting a unique design challenge: creating a custom environment within a temporary space on a very tight timeline. Working with Roundhouse, I took ownership of the design process, collaborating with a local Austin fabricator to ensure a feasible and impactful build.

I developed a comprehensive visual identity for the activation, designing a custom graphics package using color, pattern, texture, and scalable vector typography. The design concept centered on the theme of self-driving cars and the connected city of the future, incorporating lush greenery to evoke a harmonious blend of technology and nature.

Custom furniture and programmable LED lighting further enhanced the space, creating a vibrant and engaging environment for press conferences and networking. Styled with lush plants and simple, stylish furniture, this space allowed the Moovel marketing team to have an impactful presence at SXSW on time and on budget in a successful brand activation.


  • Art Direction & Graphic Design
  • Concept Design
  • Experience Design
  • 3D Design
  • Visualization
  • Drawings & Documentation
  • Production Planning

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