A Love Letter to Shoreditch
By Abbie Ellermeier, SMU Cox School of Business ‘25
Shoreditch, London 2019
There are a thousand and one reasons to attend the first-ever European SXSW festival in London, but its location in Shoreditch might be the most exciting one. While SXSW has long been a magnetic force drawing together music lovers, industry leaders, innovators, and artists in Austin, Texas – whether for its groundbreaking music festivals, cutting-edge tech conferences, or star-studded events – its debut in London's creative heartland feels like a natural evolution. Shoreditch, with its street art-covered walls, converted warehouse spaces, and thriving startup scene, embodies the same spirit of innovation and cultural fusion that SXSW is famous for. Hi, my name is Abbie Ellermeier, and I had the chance to experience Shoreditch’s cultural influence first-hand.
During my time in London, I regularly found myself amongst the rest of the tourists at Buckingham Palace, Big Ben, and Piccadilly Circus. However, I was determined to discover the hidden treasures that lay beyond the typical tourist attractions. There was one place every local Londoner urged me to visit, sharing how this area in the Borough of Hackney acted as the artistic heart of the city, using its heartbeat to pound culture and creativity through its veins. That essential artery of the city was Shoreditch, and it exceeded every expectation.
It’s been almost five years since I went to London, but I can still remember the Shoreditch Tube station- it’s tucked underneath an overpass and is curiously larger than it looks from the outside. When you exit the station and turn left, at a glance it seems like your typical London landscape: brick buildings and, well…. more brick buildings. But as you emerge from under the overpass, you start to see the art that hugs every one of those brick buildings and you catch a glimpse of the gems they hold inside. Shops with the most unique trinkets and toys, art and oddities, carrying everything new and old. Antique items, vintage clothing, but also new, innovative designs and hand-made objects. One-of-a-kind pieces you can only find in the cultural epicenter of the city. There are bars with cocktails you can’t wait to taste and food you never knew you needed to try, and an ambiance that will make you never want to leave. As you stroll through the streets you find art and graffiti on every surface: words, images, sculptures, and paintings around every corner.
The people are the art of Shoreditch as much as the paint that covers its walls. The bartenders, vendors, artists, shop owners, and visitors all breathe life into Shoreditch. Whether your creativity flows through music, words, song, fashion, innovation, or art, Shoreditch embraces you with open arms, letting you feel its creative pulse.
I share this story to emphasize the impact my experiences in London had on me at such an influential age. I still consider it one of my largest accomplishments. Not only because I went outside of my comfort zone to experience a completely new city in a new country, with new experiences and new people, but because it shaped the person I am today. In London, I was able to expand my perspective further than I thought possible. I talked to people from all different kinds of cultural backgrounds, upbringings, and experiences, each one teaching me something new with every conversation. I gained a better understanding of not only other people but of myself. I had the chance to learn who I was outside of everything I had ever known, such as my family, my culture, my friends, and explore myself outside of social and societal pressures.
When you travel to a global destination like London, you discover just how vast your world can truly be. You can meet people you never imagined crossing paths with, uncover opportunities you didn't know existed, and dream bigger than you ever thought possible. This is why I'm so passionate about attending SXSW London with Brand New Day.
With Brand New Day (BND), you have the chance to not only experience the cultural immersion that will expand your perspectives, goals, and opportunities but also learn and develop new skill sets that will set you apart and aid you in your leadership journey. Our workshops focus on human development, creativity, and innovation, all with the purpose of shaping young leaders. Our industry tours and cultural excursions will open eyes to what is possible creatively, culturally, and professionally. The networking events hosted by BND provide you with intimate opportunities to meet global leaders across multiple industries. All of this and more is offered to attendees who seize this opportunity to gain professional and personal connections, a mindset for innovation, and growth as a leader with Brand New Day this summer at SXSW London.
Each time I reflect on my London experience, I'm struck by how deeply it influenced my creative spirit and personal growth. From unexpected encounters in Shoreditch's vibrant streets to life-changing opportunities that seemed to materialize from thin air, London proved itself to be more than a destination—it became a catalyst for transformation. As you consider your own London adventure, know that these same streets, these same creative spaces, and these same infinite possibilities are ready to shape your journey. The city that expanded my world stands ready to expand yours.