Unruly in spirit, creative in soul, East London’s Shoreditch district is the home of Europe’s first-ever SXSW
WHERE TECH AND CULTURE COLLIDE
Culture and technology collide in Shoreditch, fueling untamable innovation. A haven for artists, free thinkers and rebels, it’s where tech startups and creative companies, from music to fashion, reside.
This East London district thrives on people-centred creativity, inspired by its melting pot of cultures. No wonder this is the on-point location for the SXSW London debut.
ART AND MUSIC EXPLODE
A riot of street art, pop-up galleries, and transformed warehouses fills this arty neighborhood. Alongside hip cafes, bars, and eclectic restaurants, Shoreditch is famed for underground music and killer nightlife that comes to life after dark.
WHERE INNOVATION THRIVES
Old Street’s Silicon Roundabout is a magnet for startups and tech innovators, alongside behemoths like Google Campus, nurturing the next big idea. Shoreditch innovation is fueled by global talent who flock to London to launch their careers.
Shoreditch Locations to Check Out
Shoreditch Street Art Tours
Mind-blowing street art and graffiti awaits on a guided walking tour.
Hoxton Square
One of London’s oldest garden squares, now filled with bars and galleries.
Boxpark Shoreditch
Pop-up shops made from repurposed shipping containers, there is plenty to try and taste here.
Brick Lane
Known for its street art, vintage stores and incredible curry houses.
Columbia Road Flower Market
A Sunday East London tradition, explore bustling stores and cool coffee shops.
Raven Row
Contemporary art shows by cutting-edge artists feature at this hip space
Nightjar
A prohibition-era style bar to soak up cocktails and live jazz.
Brick Lane Vintage Market
The UK’s biggest vintage market is a treasure trove of retro fashion and unique finds.
Shoreditch House
This converted warehouse once served as a meat packer's factory is now a hip private members club.
Museum of the Home
A free museum in 18th-century Grade I-listed former almshouses, exploring how we live.
A whistlestop history of Shoreditch
From a rural hamlet to a bustling hub of industry known for textile and furniture manufacturing, Shoreditch transformed over the centuries, becoming a thriving cultural and artistic centre in London’s East End.
In the 1980s and 90s, musicians, fashion designers, artists, writers, and entrepreneurs flocked to the district’s abandoned warehouses and factories, repurposing buildings into studios, galleries, performance venues, and clubs. Shoreditch became a mecca for creativity and counterculture.
During the 1990s, the Young British Artists (YBAs)—who defined British contemporary art—were regular fixtures on the scene. Creatives like Damien Hirst, Tracey Emin, and Sarah Lucas staged groundbreaking exhibitions, such as Freeze, in Shoreditch warehouses, drawing the attention of critics and collectors and cementing the area’s avant-garde reputation.
By the early 2000s, Shoreditch began a tech-driven transformation centered around the emergence of tech companies near "Silicon Roundabout." By the 2010s, the area had become synonymous with London’s startup boom. Companies like Last.fm, Moo.com, and Songkick emerged as early success stories, followed by challenger bank Monzo, food delivery giant Deliveroo, and video advertising platform Unruly, which was later acquired by News Corp.
