Why Starz Created a Sensory Space at SXSW to Promote Its 2 New Shows

Female-focused activation touches the 5 senses

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Manicures, custom t-shirts, candy, pins and tunes; these are just a few of Starz’s favorite things for its activation at South by Southwest.

Created to promote the network’s two new shows, Sweetbitter and Vida, the Starz Sensory House focuses on the five senses: sight, smell, taste, touch and sound. The network worked with all-female vendors to bring it to life.

The “Smell” section includes five scents inspired by the main characters of Sweetbitter, a drama based on the Stephanie Danler novel about restaurant work.

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