This year's SXSW event has outdone itself with festival lounge spaces that are more niche than ever before. In addition to the festival's GIF photo booths and emoji tattoo stations, the Ipsos Girls' Lounge has also gained attention for its female-focused concept.
CEO Shelley Zalis opened the communal space to break up SXSW's male-dominated booths in exchange for a manicure station that celebrates the power of beauty.
The festival lounge aims to boost visitors' sense of confidence and proves that women of power should never feel reluctant to express their feminine side. While SXSW is an event that supports professionals in the tech, film and music fields, it is often marketed to males but the Ipsos Girls' Lounge aims to change that.