Polestar named as exclusive car partner for SXSW London

Polestar announced that it was named as the exclusive automotive partner for the inaugural edition of SXSW London, which took place between 2 to 7 June 2025.

Stretching over 25 venues in Shoreditch, the SXSW event showcased some of the world's best innovators in tech, screen, music, and creativity.

Polestar also exhibited at the event with innovative activations, including filming the Polestar Performance Stage through the roof-mounted rearview camera on the Polestar 4, which was then beamed to the large screen behind the artists.

Positioned in Ely's Yard, the Polestar 4 was also on display for visitors to explore the SUV-coupe, which had its rear windscreen removed in favour of a digital rearview mirror, providing drivers with unparalleled breadth of vision and clarity to the rear.

In addition, prior to the start of the event, Polestar hid a limited number of scale model Polestar cars across the city of London, with each one granting the finder to a Platinum ticket to the festival, offering full access to the programme. Clues to the locations were shared via Polestar’s Instagram account.