As one of the world's largest greeting card companies, American Greetings is an extremely unexpected participant in this year's SXSW. However, rather than putting a focus on cutting-edge technology, American Greetings created a low-tech experience to offer respite from the digital world.
This was done by taking over a shop in Austin and calling it 'Analog.' In addition to featuring a rotation of speakers, Analog also serves as a space where attendees can take part in hands-on activities like printmaking, crafting pop-up paper cards, fill in murals and get a selfie stitched by a sewing machine.
Inside American Greetings' Analog, people may also create analog GIFs and videos to be shared to social media. This supports American Greetings' philosophy that "analog and digital are not at war; they are complementary."