Dubai’s Museum of the Future is making its mark at this year’s SXSW in Austin, bringing along a social media sweet-toothed sensation.

From March 7-11, the Museum’s pop-up headquarters at Third Street and Congress Avenue will offer festival-goers a taste of Dubai’s innovation landscape – including samples of the original Dubai chocolate bars from FIX Dessert Chocolatier that have become a viral TikTok phenomenon.

The seven-story cultural landmark, which opened in Dubai in 2022, is spearheading a five-day immersive SXSW experience featuring 20 events centered around collectively designing the future. As sponsor of SXSW’s 2050 conference track, the Dubai Future Foundation will lead discussions spanning lunar colonization, sustainable food production, and artificial intelligence.

The pop-up’s exterior showcases striking Arabic calligraphy, while inside visitors will discover multi-sensory experiences inspired by space, humanity and nature. An outdoor area highlights Emirati culture through culinary offerings, including those coveted chocolate tastings and traditional chai demonstrations by Project Chaiwala.

Digital artist Refik Anadol’s “Earth Dreams” installation serves as a centerpiece, using AI to transform environmental data into mesmerizing visuals exploring air, land and water elements.

Notable speakers include Canadian Astronaut Shawna Pandya, first Emirati Astronaut Hazza Al Mansouri, and various thought leaders examining topics from AI’s evolving societal role to sustainable food systems.

SXSW badge holders will receive priority access to these events, which promise to blend cutting-edge technology with sensory experiences – including those chocolate bars that have sweet-toothed TikTok users everywhere taking notice.

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