Dutch creative industry to Austin with 'European' vision of coming digital transition

Under the banner of CreativeNL, knowledge and innovation network of the creative industry, CLICKNL, during SXSW 2025 focuses on 'Immersive Experiences (IX) that make social and economic impact while respecting public values. The theme: Immersive Dreams & Nightmares. For special networking sessions, the strategic mission in Austin is again pulling together with New Dutch Wave, which will also host its own Flying Dutchmen Tour.

The theme of Dutch Mission to SXSW 2025: Immersive Dreams & Nightmares

Jann de Waal (Creative Industry Top Team): 'We are facing the next digital transition and that offers opportunities with the international potential of our immersive productions'

Bart Ahsmann (CLICKNL): 'We want to raise awareness about the potential impact of IX, because a lot can be done with it - both good and bad'

Maarten Schram (CreativeNL): 'The mission will be a bit leaner, we find that more appropriate given the current political climate'

Danny Frietman (New Dutch Wave): 'It offers - especially in challenging times - a unique opportunity to showcase the resilience of the Dutch creative industry'

We are facing the next wave in the digital transition, where immersive applications will play a prominent role.

Opportunities
Immersive Experiences (IX) are playing an increasingly important role in our lives. Think virtual worlds, augmented reality, holograms, 360-degree images and sound, chatbots, interactive storytelling and games; driven or not by AI. Globally, IX is seen as one of the drivers of the third major digital transition (after the advent of the Internet and social media), where the real and digital worlds merge seamlessly. This transition will have a major impact on our daily lives, our work, health, learning, interactions and recreation.

Jann de Waal, figurehead Top Team Creative Industry: 'We are facing the next wave in the digital transition, in which immersive applications will play a prominent role. That offers opportunities for the Netherlands, which we must exploit with the international potential of our immersive experience productions. In these developments, it is enormously important to put (the preservation of) public values - such as access, privacy and inclusivity - first. That combination of scale-up and impact is central to the approach of the Creative Industries Top Sector.'

Thought leadership claim
Bart Ahsmann, director CLICKNL: 'More specifically - in line with our CIIIC (Creative Industries Immersive Impact Coalition) program, which was honored earlier this year - we want to claim thought leadership regarding the responsible use of IX and raise awareness about the potential impact of IX; because a lot can be done with it, both good and bad.
In short, we will keep our senses open for social and economic value creation, for opportunities as well as threats. Or as the title of the mission reads, 'Immersive Dreams & Nightmares.'

Ambition
Maarten Schram leads the Dutch strategic trade show participation from March 7-15, 2025 in Austin, Texas, on behalf of CreativeNL: 'Our three objectives are (1) to 'showcase' our capabilities in the field of IX and our European values, I'll call it; (2) to learn from others, for which SXSW remains the appropriate place, as all the forerunners from the international creative tech industry will be there; and (3) to establish sustainable collaborations with peers/companies and knowledge institutions from other countries.
In addition, we are once again teaming up with New Dutch Wave for various networking and inspiration sessions.

Different from previous years we will not have our own 'house', the mission will also be a bit leaner; we find that more appropriate given the current political climate. This does not detract from our substantive ambition and drive to seek long-term cooperation for the benefit of the Dutch creative industry, in order to ultimately contribute more and faster to solving large, international social issues.'

Finally, Danny Frietman of New Dutch Wave: 'We are proud, despite the uncertain times in the Netherlands and worldwide, to be going to SXSW in Austin again next year together with CreativeNL. The Flying Dutchmen Tour will also take place again, of course. This mission offers - especially in challenging circumstances - a unique opportunity to show the resilience of the Dutch creative industry.'

*For more information about the mission: Maarten Schram maartens@creativenl.nl