日本語版：https://lab.ntvhd.co.jp/topics/2025/02/sxsw-2025tokyo-node.html

Nippon Television Holdings, Inc. and TOKYO NODE, a new hub of creativity in Toranomon Hills operated by Mori Building Co., Ltd., will co-host a booth at South by Southwest 2025 (SXSW 2025) (Dates: March 7-15, 2025), one of the world's largest creative conference events, to be held in Austin, Texas, U.S.A. At the SXSW Expo, which will be held March 9-12 during the event, Nippon TV Co-Creation Lab and TOKYO NODE's R&D team, TOKYO NODE LAB, will introduce a number of their projects with hands-on content.

Through this exhibition, Nippon TV Co-Creation Lab and TOKYO NODE will further promote collaboration with diverse companies and creators across domains and genres, aiming to create new urban experiences and content.

■Exhibition Outline
Date: March 9 (Sun.) - 12 (Wed.), 2025 *Local time: 9:00 a.m. to 4:00 p.m.
Location: Austin Convention Center (Austin, Texas, U.S.A.)
Exhibit Area: SXSW Expo
Exhibit Booth Number: 1213
SXSW 2025 official website URL: https://www.sxsw.com/

■Nippon TV Co-Creation Lab related exhibition contents
Project 1：
"XR Bus": Turning the space where you travel into an entertainment experience
XR Bus is a project that turns travel time into entertainment with augmented reality (AR) windows linked to vehicle location information and realistic 3D sound. At this exhibition, we will display contents that simulate the "SORATABI - XR Bus Tour to Experience Space in the Near Future," which was held in Nihonbashi last year, using VR. 

Reference video: https://www.youtube.com/watch?v=36yQqHH1bzk

Project 2：
Bringing fans and artists closer together,
INITIME BOX", a moving MR actor
NITIME BOX" is an MR content that makes full use of 3D capture technology based on the theme of 'everyday life where you can meet your guesses'. You can also hold the members of the global boy group "INI" in your hand like an acrylic stand, and experience this new sensation with a VR/MR headset.

Special website: https://initimemusic.com/

In addition, other initiatives of the Nippon TV Co-Creation Lab will be introduced through video and other means.

■TOKYO NODE LAB related exhibition contents
Project 1：
Project to create the world's first new platform to turn Toranomon into a dynamic digital twin city.
This project aims to develop and operate an application that allows users to enjoy unique augmented reality (AR) content that fuses the real and digital worlds. using VPS (Visual Positioning Service / System) technology, the application integrates camera images and spatial location information to scan the exterior of Toranomon Hills Station Tower and detailed scans of the exterior of Toranomon Hills and the vast outdoor area, the project aims to explore the city of Toranomon from a completely new angle. At this exhibition, a demo unit will be available for visitors to experience the "TOKYO NODE Xplorer" AR application for a new urban experience in location-free mode, as well as the "TOKYO NODE 'XR' HACKATHON" powered by the XR creators' hackathon held in February 2024. The demonstration will also include videos and other examples of projects such as the "TOKYO NODE 'XR HACKATHON' powered by PLATEAU," a hackathon for XR creators that was held in February 2024.

Project 2：
Content and business development using volumetric video technology
We are developing new contents and businesses that utilize volumetric video technology, including live streaming, where users around the world can enjoy volumetric contents (VR, AR, MR) that allow them to move to their desired viewpoint in real time on their devices, using technology that enables delivery of 3D data almost simultaneously with filming. We are promoting the development of new contents and businesses that utilize volumetric video technology. At this exhibition, we will introduce "MY SPRITE," a service that allows users to capture 3D videos of their full body movements and have them appear on business cards using AR.

Project 3：
Project for the permanent installation of "TOKYO NODE DIGITAL TWIN HALL", an entertainment stage that fuses the real and digital worlds located in "TOKYO NODE HALL".
TOKYO NODE HALL, the event hall of TOKYO NODE, will be converted into a digital twin hall, and the project aims to extend the enthusiasm of real venues such as live music concerts, fan meetings, and business conferences into digital space through technology. The project aims to extend the enthusiasm of real venues such as music concerts, fan meetings, and business conferences to a digital space through technology.

Reference
About Nippon TV Co-Creation Lab
Launched in 2023, the year of NTV's 70th anniversary, the Nippon TV Co-Creation Lab is a co-creation mechanism designed to work with you to address various social issues, create the value of experiences for the next generation, and create "a future that excites everyone". The Nippon TV Co-Creation Lab is seeking partner companies for activities under five co-creation themes: entertainment experiences for consumers in the near future "in the city" and "at home," contributions to "future society" and "future generations," and "outer space.

Official website: https://lab.ntvhd.co.jp/

Last year's SXSW exhibition: https://lab.ntvhd.co.jp/topics/2024/04/sxsw2024-1.html 

About TOKYO NODE
TOKYO NODE, a new hub of creativity, sharing innovative ideas with the world.
TOKYO NODE is a new 10,000㎡ multipurpose center on the top floors of Toranomon Hills Station Tower. Events organized in TOKYO NODE's hall, galleries, restaurants and rooftop garden inform both Tokyo and indeed the entire world about creative new ideas for expanding the horizons of business, art, technology, entertainment and more.

About TOKYO NODE LAB
Located on the 8th floor of TOKYO NODE, TOKYO NODE LAB is a base for co-creation with companies and creators to create new urban experiences, and includes VOLUMETRIC VIDEO STUDIO, a studio capable of XR live streaming, and TOKYO NODE CAFE, a cafe and bar located at the entrance of TOKYO NODE that can be used for events and meet-ups. Top talents and innovative 17 companies from different industries and fields, will collaborate to create and deliver new urban experiences and contents to the world from Toranomon Hills, Tokyo.

Companies participating in TOKYO NODE LAB (as of February 2025)

VOLUMETRIC VIDEO STUDIO

TOKYO NODE CAFE

Digital technologies that extend the experience of using the city and its spaces
TOKYO NODE LAB is researching various XR technologies with the aim of creating new experiences in a world where the digital and real world merge. These results will be implemented in various unique venues such as TOKYO NODE, Toranomon Hills, and Shintora-dori Street to provide visitors with new urban experiences.
In addition, these research results will be widely offered to creators, artists, and companies in the future. By using the Toranomon Hills as a stage for experimentation by players who create new urban experiences and content, and by implementing content such as art, entertainment, and services, the entire city will become a platform for new experiences and communication.

TOKYO NODE LAB details, past efforts, etc.: https://www.tokyonode.jp/lab/index.html