For two years in a row, productionglue brought Bates Motel to life at SXSW. During the second execution, A&E upped the ante, giving fans a true-to-life experience, replicating the infamous motel as a fully functioning structure in the heart of downtown Austin. Fans explored the rooms and motel office during the day, or even enter a contest to spend a night. Built in just three days, The Bates Motel was the first-ever temporary motel with overnight guests permitted in the city of Austin and at SXSW. The structure featured three full-size rooms and a motel office, designed and styled by productionglue, ensuring an authentic experience, while adhering to city housing codes and regulations.
Despite a flood of other activations at SXSW, the Bates Motel was one of the most talked about and press-worthy activations at the festival, with features by Variety, Mashable, AdWeek, and IndieWire.