Why Rent the Runway Used SXSW to Debut Its West Elm Partnership

An immersive pop-up helped dress and glam up sweaty festivalgoers

The company hoped to create an oasis amidst the chaos of the festival. Rent the Runway

If you’ve been to South by Southwest you know that it’s easy to start the day looking put together and end it with limp hair, hurt feet and in need of a space to decompress. That’s why Rent the Runway offered attendees the chance to change their outfit as well as get their hair and makeup done at the brand’s pop-up this past weekend at SXSW.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.