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Polestar Becomes Exclusive Automotive Partner For Inaugural SXSW London Event In 2025
Polestar is the exclusive automotive partner for the first SXSW London, happening from 2nd to 7th June. The event spans 25 venues in Shoreditch, showcasing top innovators in technology, music, and creativity. Polestar will feature unique activations like filming through the Polestar 4's roof-mounted rearview camera and displaying it on a large screen behind performers.
Visitors can explore the Polestar 4 at Ely’s Yard, where it will be displayed. This SUV coupé replaces the rear windscreen with a digital rearview mirror, offering drivers enhanced vision and clarity. The Polestar Performance Stage will host ten music concerts featuring emerging artists selected by SXSW and Polestar teams.
Polestar is sponsoring the Planet and Energy speaker track at SXSW London. Sid Odedra, Polestar’s new Head of UI/UX, will deliver a keynote on how a human-centric approach can make technology beneficial again. Sid joined Polestar in 2025 from Audi and holds a PhD in robotics with experience across various sectors.
Ellen Broomé, Polestar’s Sustainability Advocacy lead, will participate in the "Cancelling Sustainability" panel to discuss climate scepticism. Additionally, before the event starts, Polestar will hide scale model cars around London. Finding one grants a Platinum ticket to the festival with full access to its programme.
The schedule for the Polestar Performance Stage includes performances from artists like Wildes and Steven Bamidele on Monday, Jasper Hodges and Sunflower Thieves on Tuesday, Soaked and Yasmin Samray on Wednesday, Zeus with no face and Summer Son on Thursday, concluding with Ankit Shrestha and Zuko Rosemeid on Saturday.
Sam O’Shaughnessy, Global Head of Partnerships at SXSW London, expressed excitement about partnering with Polestar. "We are delighted and proud to welcome Polestar as exclusive automotive partner," said Sam. "This partnership is a great example of when two like-minded brands come together to curate and build something original and authentic."
Polestar's Commitment to Innovation
Michael Manske, Chief Marketing and Communications Officer at Polestar, shared enthusiasm for being part of SXSW London. "SXSW is one of the most culturally relevant platforms globally," he stated. "We’re especially excited over the Polestar Performance Stage which will feature a line-up of really cool artists."
Polestar is known for its focus on sustainable innovation in electric performance cars. Headquartered in Gothenburg, Sweden, it operates in 27 markets worldwide. Its commitment includes halving greenhouse gas emissions by 2030 per vehicle sold and achieving climate neutrality across its value chain by 2040.
Sustainability Goals
The company plans to expand its manufacturing footprint beyond North America and Asia by producing the upcoming Polestar 7 in Europe. Their sustainability strategy focuses on Climate, Transparency, Circularity, and Inclusion.
The collaboration between SXSW London and Polestar highlights their shared vision for future-focused trends and sustainability progress across industries. This partnership marks an exciting beginning for potential long-term collaboration between these innovative brands.
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