For its 75th anniversary, Whataburger is exhibiting its museum of art for the first time at SXSW 2025.
Born from fan-created artwork celebrating the iconic burger chain, the Whataburger Museum of Art (WMOA) has lived online since 2021, featuring everything from paintings to digital designs inspired by the brand.
It was originally launched as an Instagram account during the pandemic in collaboration with full-service creative shop McGarrah Jessee in order to give fans a place to showcase their creativity.
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Now, the concept is stepping into the real world with a special two-day immersive gallery experience in downtown Austin.
Curated with experiential partner Acceleration, the exhibit will take over Wanderlust Wine Co. on March 8 to 9.
The collection contains over 200 original pieces, ranging from murals to abstract and pop art, all with a signature Whataburger twist.
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In a statement, Whataburger President and CEO Debbie Stroud shared how the brand inspires creativity on canvas and in the kitchen:
“From illustrators and muralists to digital creators, these artists have transformed their love for Whataburger into incredible works of art.
The exhibit pays homage to 75 years of goodness, and there’s no better way to recognize our community’s passion than by showcasing these customer masterpieces.”
This is just the latest chapter in the brand's massive birthday celebration, which kicked off with the return of classic menu items in January.
Earlier this month, the chain also teamed up with its newest ambassador, country star Lainey Wilson.
Burger Artistry
Visitors to the WMOA exhibit will find more than just artwork on display as interactive elements bring Whataburger's fan culture to life.
The Whataburger Day Dot Room invites guests to cover a blank restaurant interior in colorful "Day Dot" stickers, transforming it into a living piece of art.
Meanwhile, the Table Tent Mugshot Wall offers attendees the chance to snap a picture with — and take home — a limited-edition Whataburger 75th Anniversary + SXSW 2025 Table Tent.
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A mix of digital installations, sculptures, and standalone pieces round out the experience, showcasing the many ways fans express their love for the brand.
To complete the celebration, the Whataburger Food Truck will be serving up the limited-edition Monterey Melt on Saturday, March 8.
The exhibit is open to all SXSW attendees from 11 a.m. to 6 p.m. on both days.
Festivalgoers can check the SXSW schedule or download the SXSW GO mobile app for event details.
Whataburger's SXSW activation turns brand love into an immersive experience, proving that fan-generated content can fuel deeper consumer engagement.
By utilizing experiential marketing, the brand strengthens its recall and creates shareable moments that amplify its reach.
