Background: We started our client-agency relationship with the festival in 2008, and in 2014 Scandinavia’s largest city festival celebrated 30 years of festivities. The grand party took place in August and roughly 1.4 million people visited the festival over 8 consecutive days.
The Case: We wanted Malmöfestivalen to be able to celebrate in style. Therefore we created the largest physical graphic identity the world had ever seen: a gigantic physical art installation measuring 13×8 meters. The installation was interaction-friendly and visitors could jump, climb, or just plain chill on it. To produce this masterpiece we used 10 000 nails, 175 liters of paint, 280 plywood sheets and 14 people during 900 hours.
We also rented a sky lift to photograph it 30 meters up in the air. 2014’s graphic identity for Malmöfestivalen has been featured in hundreds of articles around the world – AdWeek, Creative Review, HOW Design and many more. The praise from visitors in the streets and from the global creative community has exceeded all our expectations.