Overview
When you're not watching movies and TV shows on the big screen at SXSW Sydney 2024, why not step inside a few? That's the Primeville setup, immersing attendees in pop culture-inspired spaces as folks who went to 2023's first-ever SXSW Sydney discovered. Here, Prime Video brings some of its series to life for a few days— and this year, it's doing the same with a number of flicks as well.
Fancy sitting at Hannah Howard's desk or hanging out in the Flinley Craddick kitchen, complete with tiramisu to snack on? With the Australian version of The Office hitting streaming the same week that 2024's SXSW Sydney takes place, of course it's a big part of this year's Primeville — which is called Primeville Sweet Spot this time around. The full pop-up runs from Tuesday, October 15–Sunday, October 20, but making a visit on Wednesday, October 16 will mean seeing a heap of well-known faces from the shows featured, including Felicity Ward (Time Bandits), Steen Raskopoulos (The Duchess), Josh Thomson (Young Rock), Jonny Brugh (What We Do in the Shadows) and Zoe Terakes (Talk to Me) from the new The Office.
When you're not clocking on and wondering if there's a stapler in jelly hidden somewhere, you can also visit Middle-earth, where The Forge, some costumes from The Lord of the Rings: The Rings of Power and something sweet to eat all await. Or, thanks to the guest list, you can celebrate all things Deadloch with Alicia Gardiner (The Clearing) and Nina Oyama (Utopia), and The Lost Flowers of Alice Hart with Leah Purcell (High Country), too.
From Paramount+, there'll be a nightclub inspired by Last King of the Cross, plus non-boozy jelly shots to sip and series star Lincoln Younes (Strife) in attendance. And, nodding to the big screen, Despicable Me 4 gets some love thanks to Minions to follow, plus banana macarons to enjoy. It Ends with Us is also scoring some affection via Lily Bloom's (Blake Lively, Deadpool & Wolverine) flower shop and hot cocoa cookies.
If you've noticed that there's a dessert on offer with each space, that's because Primeville Sweet Spot is living up to its name. Entry is free no matter whether you're hitting up the rest of SXSW Sydney or not, but badge holders will get express entry.
Also part of the pop-up: a reality TV-focused Hayu zone and a chillout space with a spin-to-win wheel — plus The Real Housewives of Salt Lake City's Heather Gay and Whitney Rose, Captain Jason Chambers from Below Deck Down Under and cricketer Meg Lanning making appearances.
Primeville Sweet Spot is popping up during SXSW Sydney at Fratelli Fresh Darling Harbour, 2/14 Darling Drive, Sydney from Tuesday, October 15–Sunday, October 20, 2024. Keep an eye on the Prime Video Facebook and Instagram pages for more details.