Introducing CELL at SXSW Austin 2026
Sharing CELL's vision on the global stage
CELL was showcased to an international audience at SXSW Austin, Texas in March 2026. Graham Hitchen, Director of the Policy Unit at Loughborough University London, joined Here East CEO Gavin Poole for a discussion on the future of immersive experiences and creative innovation.
The conversation explored how East London's unique concentration of universities, cultural organisations and creative businesses is creating new opportunities for collaboration across research, technology and the creative industries.
Graham and Gavin discussed the role of the CELL in supporting experimentation and collaboration between researchers, creatives and industry partners, as well as the importance of placing human creativity and storytelling at the centre of emerging technologies such as AI.
The session also highlighted the strengths of Queen Elizabeth Olympic Park as a hub for innovation, bringing together the expertise, facilities and partnerships needed to develop the next generation of creative experiences.
You can hear their full conversation here.
Image credit: Loughborough University London.