Credit: Museum of the Future
Three more days of immersive experiences, thought-provoking panels, and the original Dubai chocolate
AUSTIN, TEXAS (MARCH 9, 2025) – Dubai’s Museum of the Future, the flagship project by Dubai Future Foundation (DFF), has made a spectacular debut at SXSW®, attracting thousands of visitors daily to its innovative pop-up experience. The Museum of the Future House, located at Third Street and Congress Avenue, has rapidly become one of the most visited attractions at the festival, with attendees forming lengthy queues around the block to immerse themselves in Dubai’s visionary future concepts.
Highlights from the First Days
Speaking to a packed room, Majed Al Mansoori, Executive Director of Museum of the Future, officially launched the experience on Friday, March 7, with a welcoming presentation to guests. “Our museum’s purpose is to present a hopeful vision of the future for humanity. To illustrate what might be possible, “ said Al Mansoori.
The opening day featured “The Future of Storytelling: A Middle Eastern Series,” where Dubai-based producer and distributor Gianluca Chakra joined Butheina Kazim, founder of Cinema Akil, for an illuminating discussion on Middle Eastern storytelling and its powerful influence on global cinema.
“We want to bring Arab cinema to new heights and start to bring that counter narrative through film to shape a different type of story,” said Chakra. This session marked the beginning of a three-part series, with subsequent panels scheduled for March 9 and 10.
Friday’s programming culminated with a captivating session on lunar living, where Hazzaa Al Mansoori, the first Emirati astronaut, discussed sustainable habits and the challenges of living on the moon along with Canadian astronaut Shawna Pandya. “We have different ideologies, philosophies, and even lifestyles, but we are all coming together to send humans to the moon and beyond,” said Mohamed AlSalami from Mohamed bin Rashid Space Center, Dubai.
Saturday’s sessions delved deeper into future-focused themes, beginning with “‘Spaceproofing’ Food: Are We Ready to Dine on Mars?”
“Food is really essential, not only like to consume, but also psychological, because it reminds us to eat something from your home country, something that reminds you of your family, prepared by your mom, something that can comfort you,” said Hazzaa Al Mansoori, UAE Astronaut.
Attendees enjoyed a full day of sessions on Arabic calligraphy, being a futurist, and a live podcast session, “From Moon to Mars: Where are Human Futures Beyond Earth?”
Visiting guests have been immersed in multi-sensory experiences, including internationally renowned artist Refik Anadol’s AI-powered “Earth Dreams” installation. The outdoor cultural space has become a hotspot for festival attendees, with lines forming daily for tastings of the viral TikTok sensation, the original Dubai chocolate bars from FIX Dessert Chocolatier and traditional chai demonstrations by Project Chaiwala.
The five-day immersive experience kicked off with over 16,000 attendees, with that number expected to increase in the remaining three days as social media buzz continues to be prominent.
What’s Coming Next
The Museum of the Future House continues through March 11. It is open daily from 10 a.m. to 7 p.m., and Daily programming includes sessions with futurists, a food-focused conversation with Emirati Chef Maitha Tariq Warshaw, and much more.
For the full schedule, visit www.museumofthefuturesxsw.com and follow along on Instagram for live updates at @museumofthefuture and @dubaifuture. The event hashtag is #MuseumOfTheFutureSXSW.
About Museum of The Future:
The Museum of the Future LLC (MOTF) is a visionary cultural institution in the heart of Dubai,
UAE. Unlike traditional museums, the Museum of the Future looks to the future rather than
showcasing displays about the past. Built to transform the very perception of the future as we
know it, the unique structure has become home to several immersive future environments that
aim to position visitors in an empowering version of the future. Through distinctive themes, it
elicits a world we thought we could only experience 50 years from now. Visitors become active
participants in an expansive experience that taps into all five senses. By meaningfully merging
aspects of science and technology, MOTF inspires humanity to re-imagine the future and all its
possibilities. The museum is an embodiment of the Dubai Future Foundation’s mission of
designing the future and positioning Dubai as a hub of future-focused initiatives. For more
information, please visit museumofthefuture.ae/en
About Dubai Future Foundation:
The Dubai Future Foundation (DFF) is an organisation that is dedicated to realising the
visionary aspirations of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice
President and Prime Minister of the UAE, and Ruler of Dubai. It seeks to establish Dubai as a
leading city of the future on the global stage. With a bold mission to propel Dubai 10 years
ahead, DFF focuses on shaping the city’s future through collective innovation and action,
inspiring the world in the process. The Foundation drives progress by leveraging data-driven
research, applied research and development, and by fostering global collaboration through
hosting knowledge-sharing gatherings and creating networks of futurists. Through these efforts,
DFF is committed to consistently staying at the forefront of advancements and growth. For more
information, please visit dubaifuture.ae/
About SXSW®:
SXSW® dedicates itself to helping creative people achieve their goals. Founded in 1987 in
Austin, TX, SXSW® is best known for its conferences and festivals that celebrate the
convergence of the interactive, film, and music industries. The event, an essential destination
for global professionals, features conference programming, showcases, screenings, exhibitions,
and a variety of networking opportunities. SXSW® proves that the most unexpected discoveries
happen when diverse topics and people come together. SXSW® 2025 will take place on March
7-15, 2025. For more information, visit sxsw.com.
