Nikon Brings Immersive Camera Experience to Austin's SXSW

Free multi-day event features latest Nikon mirrorless cameras, hands-on workshops, and top creator collaborations.

Published on Mar. 4, 2026

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Nikon is heading to Austin, Texas from March 12-18, 2026 with a free, immersive experience called Nikon ATX. Located at 918 Congress Ave, the interactive space will showcase Nikon's latest mirrorless cameras, including the Z5II, Z6III, and the company's first cinema camera, the ZR developed with RED. Nikon will be inviting festivalgoers and creatives to test out the gear, participate in hands-on photo and video workshops led by acclaimed Nikon creators, and collaborate with fellow visual storytellers.

Why it matters

As one of the most prominent technology and creative festivals, SXSW in Austin provides the perfect backdrop for Nikon to engage directly with talented photographers, videographers, and visual artists. The Nikon ATX experience allows the brand to showcase its latest innovations, empower creators to push the boundaries of their craft, and tap into the vibrant energy of the Austin community.

The details

The Nikon ATX interactive space will feature the Nikon Z5II and Nikon Z6III mirrorless cameras, as well as the Nikon ZR, the company's first cinema camera developed with RED. Nikon team members, tech experts, and professional creators will be on hand to guide users through the camera lineup and provide tips. Themed photo and video workshops will cover techniques like vintage-style black-and-white portraiture, chic fashion photography, and creative lighting. Nikon partners like Precision Camera Video, SanDisk, SmallRig, and The Tiffen Company will also be onsite to offer advice.

  • Nikon ATX will be open from Thursday, March 12 through Wednesday, March 18, 2026.
  • The event will take place during the ongoing SXSW festival in Austin.

The players

Nikon Inc.

A world leader in digital imaging, precision optics, and technologies for photo and video capture, globally recognized for setting new standards in product design and performance.

Kristen Pritchett

Marketing Events & Experiential Manager at Nikon.

Brandon Woelfel

A professional Nikon creator who will be leading workshops at Nikon ATX.

Tina Sokolovskaya

A professional Nikon creator who will be leading workshops at Nikon ATX.

Danny Batista

A professional Nikon creator who will be leading workshops at Nikon ATX.

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What they’re saying

“Located at the crossroads of culture and innovation, Austin during the festival is the perfect time and place to engage with talented creators and visual storytellers.”

— Kristen Pritchett, Marketing Events & Experiential Manager at Nikon (digitalmedianet.com)

What’s next

Nikon ATX is free and open to the public, with registration required for camera trials and guided workshops. Visitors can explore the showcase at their leisure or sign up for specific events on the Eventbrite page.

The takeaway

Nikon's immersive Nikon ATX experience at SXSW in Austin demonstrates the brand's commitment to empowering visual creators, showcasing its latest innovations, and tapping into the vibrant creative energy of the festival and the local community.