Nordics and the NordicMade ClubHouse at SXSW 2026

Nordics at SXSW 2026

While SXSW is a remarkable tech event, having approx 300.000 visitors over the event week, the amount of people has decreased from the pre-pandemic by numbers. So has the Finnish presence become slightly smaller, but perhaps more focused.

Nordics used to be better glued together, and showed up with bigger, more coordinated delegations. Often with Nordic House (House of Scandinavia in the final years), many joint programs such as MobileMonday, and national visibility were easier to spot. In 2026, that structure was not there.

Sadly Iceland was the only Nordic country who really made noise of themselves with their own Iceland Music side event 

So there were at least numerous of Finns and Icelandic people around Austin this year, but unfortunately there was no Nordic house this year, no single place to showcase creative industries and startups, and meet the Nordics.

But there was still a base, The #NordicMadeSXSW ClubHouse – “BBB” since 2011. This base is for accommodation, and living together for the hectic SXSW week. Sharing thoughts, plans and experiences. So, instead of a public-facing hub, the Nordics — especially Finns — operated from a more informal setup, also known as the FinnMob ClubHouse back in the day (since 2011)

Around 15 people lived together during the week, this year 14 Finns, one Dane, and one American living in Finland.

The concept is simple. And it works. BBB: Bed, Beer, Breakfast.

It’s not a new idea, the roots go back to early SXSW trips from the Finnish Mobile Association era, starting around 2011. Even earlier, similar setups were used during Nokia event travels — teams staying together in short-term rentals, long before Airbnb became standard. And it’s now a known, almost institutional part of SXSW for this group.

Over time, the model evolved: Finnish → Nordic → still very Finnish at the core, especially after the pandemic. So now, inviting the rest plus the Baltics to join for the 2027

Living together is becoming a product

What started as a practical solution is now becoming something bigger, in Austin and elsewhere as Hayley Melidonis is building Bubbl, a startup focused on social living at events — structured versions of exactly this kind of shared experience. SXSW still ran the original, organic NordicMade ClubHouse model, but the idea is evolving with Hayley, and next stop for Bubbl (with Finns) is Slush.

The Nordics are already looking forward to seeing Bubbl bring similar accommodation concepts to Helsinki this November, especially for the international guests.

And as in 2025, also this year the setup expanded slightly beyond the house ⛺ as Peter (yes me) the organizer ended up sleeping in a yurt in the yard.

Not luxury. But very SXSW. Or Nordic

/Peter