For 30 years, the South by Southwest festival has been a melting pot of innovative media and disruptive technology. For a week-and-a-half in March, artists, entrepreneurs and organizations from around the world descend on Austin, Texas, to learn, be entertained, and get inspired.

This year, Walmart teamed up with the Capital Factory, Austin’s premier entrepreneurship space, to sponsor the Spark Lounge. Located in the heart of Austin, the lounge provided a veritable oasis amid the frenzied excitement of SXSW and featured food and drink from some of Austin’s most beloved eateries.

VIPs kicked back, networked with other entrepreneurs and technologists, and even tossed virtual gallons of milk down grocery store aisles (more about the immersive VR experience in the video below). The lounge concluded with the ATX Startup Crawl, billed as the biggest startup party of SXSW.

Check out the highlights!

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