“Are you a God?” asked Shadow. The buffalo-headed man shook his head. Shadow thought, for a moment, that the creature was amused. “I am the land,” he said.

SXSW 2017 – DAY 1: As if focused on making those words manifest, the White Buffalo stands above the southwestern plains once more. Resplendent, humongous, and as white as the new driven snows of the west, the statue stands tall here at the American Gods display at SXSW 2017 currently underway in Austin, TX. A white bison, covered in furry hair surrounded by the boneyard, and some relatively subtle swag makes for a fan-happy scene here at South By SouthWest.

Check out the image above of the display, which you can visit at SXSW through Monday.