The (Dubai) Museum Of The Future House at SXSW
The Future of Storytelling and chocolate, from Dubai to Austin
Hey streamers 👋
Last week, The Museum of the Future set up a pop-up house at SXSW 2025, hosting panels, workshops, and immersive experiences.
No, I wasn’t in Austin, but I’m curious. How did media professionals from Dubai end up discussing Middle Eastern storytelling and its powerful influence on global cinema?
At an event known for spotting the next big trends in tech, film, music, and culture.
Today’s program
SXSW & the Museum of the Future: two different worlds, one mission
Inside The Museum of the Future House at SXSW
So What?
And… Action!
SXSW & the Museum of the Future: Two different worlds, one mission
What’s SXSW?
Founded in March 1987 (one month after I was born ;) in Austin, Texas, SXSW is now a global hub for creatives, mixing tech, film, music, and culture.
It started with a simple idea: Austin’s creative talent was as strong as anywhere in the world, it just needed a stage. Fast forward nearly 4 decades, and SXSW has become that stage for the next big ideas.
Today, SXSW is more than just a festival. It’s a mix of film, TV, music, comedy, conferences, awards, and exhibitions, all designed to spotlight innovations.
With over 20 conference tracks, SXSW explored everything from AI and brand experiences to gaming, Film & TV and the creator economy. Some of this year’s featured speakers include: Bryan Johnson, Tom Morello & Lars Ulrich, Ben Stiller & Robert Rodriguez, Eddy Cue, Sir Tim Berners-Lee and many more!
Now, let’s shift focus, from Austin to Dubai, to explore another hub for innovation: The Museum of the Future.
What’s the Museum of the Future?
First, the building itself is an architectural and engineering marvel, blending tradition and futurism. The circular building represents humanity, the green mound it sits atop represents the earth, and the void represents the unknown future.
The facade is also a giant calligraphy with the poetry of His Highness Sheikh Mohammed Bin Rashid Al Maktoum.
But step inside, and it’s something else entirely: The Museum of the Future is an interactive gateway into what’s next, designed by artists, filmmakers, and technologists. Each floor is like stepping into a sci-fi film set where visitors don’t just observe but explore and interact with the future.
And this is where it gets interesting for us: The Dubai Future Foundation (DFF), which launched the museum, isn’t just about imagining the future, it’s about building it.
Founded in 2016 by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, DFF focuses on innovation across multiple sectors. Here’s how:
Dubai Future Academy: Training individuals and organizations for the future.
Dubai Future Accelerators: Fast-tracking startups and emerging tech.
Dubai Future Research: Forecasting trends to shape Dubai’s strategy.
Dubai Centre for AI: Integrating AI into government services.
Dubai Future Labs: Pushing the boundaries of robotics and AI.
Dubai Future District Fund: Investing in the next wave of innovation.
Their mission? To keep Dubai 10 years ahead, not just as a city but as a blueprint for the future of global innovation.
From Austin to Dubai, the connection might not seem obvious at first. But at SXSW 2025, The Museum of the Future created its own space. Let’s step inside the Museum of the Future House ↓
Inside the Museum of the Future House at SXSW
The Museum of the Future House at SXSW welcomed 25,000 visitors, though let’s be honest, some may have come for the chocolate!
For 5 days, Dubai’s Museum of the Future created a pop-up space in Austin, featureing a lineup of panels, workshops, and interactive experiences, along with its own garden. And for those curious to try something new, guests got a taste of FIX, Dubai’s breakout chocolate sensation.
But beyond the chocolate and conversations, one topic caught my interest: “The Future of Storytelling in the Middle East”.
The series began with Butheina Kazim, founder of Cinema Akil, the UAE’s first independent cinema platform dedicated to bringing high-quality films from around the world to local audiences, and Gianluca Chakra, founder of Front Row Filmed Entertainment, the Middle East’s leading independent film distributor.
Their conversation focused on the growing impact of Middle Eastern storytelling in global cinema. With a rich cultural heritage, filmmakers, writers, and platforms from the region have a unique opportunity to break stereotypes and offer fresh, authentic, yet universal perspectives.
The panelists highlighted the need for:
More opportunities for regional talent
Greater collaboration between Middle Eastern countries and platforms
A clear vision to position MENA as a global storytelling powerhouse
With the right approach, the Middle East can attract top creative talent, and boost local productions, promoting a more diverse and influential film industry.
The conversation didn’t stop there.
Part 2 of the series featured a discussion between Amani Al Aidroos (Museum of the Future) & Sara Hamdan (bySaraHamdan), followed by Part 3, a panel with Maitha Alawadi (New Media Academy), Mohammed Harib (Lammtara Art Production), and Butheina Kazim (Cinema Akil).
Other sessions took place inside The Museum of the Future House at SXSW
Lunar Living: Where Humanity Meets Space
Timeless Ink: Evolution of Arabic Calligraphy
What Is the ‘Why’ of Future Generations?
Food From the Dunes: What Can the Desert Bring to the Table?
Nature Responds: Exploring AI’s Role in Human Dialogue
Nature Reborn: Engineering the Future of Biodiversity
So What?
Why does this kind of partnership matter for the streaming and media ecosystem in MENA?
It’s no secret, Middle Eastern narratives are underrepresented, both regionally and globally, despite the region’s contributions to the art of filmmaking.
Why do we know so much about the streets, stories and films of places like New York or London, yet struggle to name stories from our own neighborhoods?
In collaboration with
, an Iraqi-Kurdish director, we identified the challenges that stop MENA filmmakers from reaching their full potential:Perception challenge
Censorship and content restrictions
Limited funding and investment
Inconsistent infrastructure
Distribution barriers
Cultural and social expectations
Political instability
Audience reception
Skilled Workforce
You can read our full analysis here:
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At the Museum of the Future House at SXSW, the message was clear: film is more than entertainment. It is a cultural force, shaping identity, preserving heritage, and amplifying the voices of a diverse, multicultural society.
That’s why voices like Butheina Kazim and Gianluca Chakra need to be heard beyond the region. MENA must invest in its storytellers and build an ecosystem that supports them.
This shift won’t happen overnight. But with continued efforts to elevate storytelling and empower filmmakers, the next generation may finally get the support they need to thrive.
Wishing everyone a fantastic week! See you online next Monday. In the meantime, enjoy Moana 2 on Disney+. After receiving a call from her ancestors, Moana journeys with Maui into the far seas of oceania.
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