Round Rock and Texas EU Chambers Sign International Collaboration Agreement at SXSW

Partnership explores new connections between Round Rock and Málaga, Spain, through business, innovation and cultural collaboration

Austin / Round Rock, Texas — March 13, 2026

During SXSW 2026, one of the world’s leading gatherings for innovation, technology, and creative industries, the Round Rock Chamber of Commerce and the Texas-European Chamber of Commerce Foundation announced a new collaboration exploring the potential to host Casa Natal Picasso Málaga – Texas, an international cultural initiative designed to establish a direct connection between Texas and the city of Málaga, Spain, the birthplace of Pablo Picasso.

The announcement is presented as part of the official SXSW program through the Malaga House initiative, a platform created to connect leaders from the technology, cultural, business, and institutional sectors between Southern Europe and the United States.

The partnership was formally initiated through a Memorandum of Understanding (MOU) signed during SXSW between the Texas-European Chamber of Commerce Foundation and the Round Rock Chamber of Commerce. The MOU establishes a framework for strategic cooperation focused on strengthening international cultural exchange, economic development and business collaboration, downtown vibrancy, innovation and entrepreneurship, and elevating Round Rock’s global visibility.

“This collaboration opens the door for meaningful international partnerships that connect culture, innovation, and economic opportunity,” said Jordan Robinson, President & CEO of the Round Rock Chamber of Commerce. “Round Rock has become one of the most dynamic technology and business communities in the country, and initiatives like this allow us to build global relationships while exploring unique opportunities, such as the possibility of bringing a Picasso exhibition to our downtown, that further enhance the vibrancy and international profile of our city.”

“This initiative represents a new chapter in transatlantic collaboration,” said Eduardo Galindo, Executive Director of the Texas-European Chamber of Commerce Foundation. “By connecting the artistic legacy of Picasso with the innovation ecosystem of Texas, we are creating a platform where culture, technology, entrepreneurship, and STEAM education converge. Through this collaboration we hope to inspire new generations of innovators, artists, and entrepreneurs while strengthening the bridge between Europe and the United States.”

“Malaga House was conceived as a platform where culture, technology, and entrepreneurship intersect,” said Francisco Guitard, Founder of OverlaB Intelligence. “The Casa Natal Picasso Málaga – Texas initiative demonstrates how the legacy of a universal artist like Picasso can inspire new conversations between creativity, innovation, and global collaboration.”

The initiative builds on discussions between the project promoters and Round Rock community partners that could bring future exhibitions and cultural programing connected to Picasso’s creative legacy to the city.

The effort is made possible through the cooperation agreement between the Texas EU Chamber of Commerce Foundation, the City of Round Rock Arts & Culture at the City Arts Center, Round Rock Chamber of Commerce and the Museo Casa Natal Pablo Ruiz Picasso in Málaga. The agreement was promoted by the creative innovation firm OverlaB Intelligence, with the support and international development platform USARunway, which has been actively working to build strategic bridges between the cultural, technological, and business ecosystems of Southern Europe and the United States.

The Casa Natal Picasso Málaga – Texas project will be integrated into the broader ecosystem of Malaga House, where culture, entrepreneurship, and technological innovation converge. Within this environment, the artistic legacy of Picasso will serve as a catalyst for new international collaborations linking the creative economy with emerging technological sectors.

Round Rock’s selection reflects its strategic position within the Central Texas technology corridor, one of the most dynamic innovation regions in the United States. The area concentrates major investments in semiconductors, microprocessors, and advanced technologies, supported by a strong network of technology companies, research centers, and universities.

Within this context, the initiative aims to create a meeting point between art, science, technology, and entrepreneurship, connecting artistic creativity with the industrial ecosystems shaping the global economy.

Beyond its cultural dimension, the project seeks to activate new opportunities for collaboration in areas including:

• Cultural and creative industries
• Academic and educational programs
• Digital innovation applied to museums and exhibitions
• Semiconductor and advanced technology ecosystems
• Cultural tourism and the creative economy
• Business collaboration linking art, technology, and entrepreneurship

The objective is to position Round Rock and the Austin region as a meeting point between art, innovation, and economic development, connecting one of the most powerful technology ecosystems in the United States with the cultural legacy of one of the most influential artists in modern history.

Within this vision, Casa Natal Picasso Málaga – Texas is conceived as an international platform integrating exhibitions, educational initiatives, professional forums, and innovation programs centered on creativity and cultural industries.

The initiative also strengthens the historic relationship between Texas and Spain, opening a new stage of cooperation in which culture serves as a catalyst for knowledge exchange, innovation, and economic development.

Presentation Event – SXSW 2026

Date: March 13, 2026
Location: Lady Bird Conference Room
Husch Blackwell Law Firm
111 Congress Avenue, 14th Floor
Austin, Texas

More information
https://malagahouse.org

Media Contact
USARunway
Email: info@usarunway.com
Web: https://malagahouse.org