Every year Malmöfestivalen, as we Swedes call it, makes a party…a gigantic block party that spans eight days in Malmö’s streets and squares. During this magical time, the city is filled with expectations, food, activities, amazing artists and, above everything, the loveliest people on the planet! It’s Sweden’s oldest city festival! And in 2014, it was time to celebrated nearly 30 years of festivities. The grand party took place in August and roughly 1.4 million people visited the festival over eight days of celebration.
We wanted Malmöfestivalen to be able to celebrate their 30-year landmark in style. Therefore, we decided to create the largest physical graphic identity the world has ever seen! A gigantic physical art installation measuring 13 x 8 meters. The installation was interactive friendly and visitors could jump, climb, or chill on its many levels of typography: from letters to symbols to objects. To produce this masterpiece, we used 10,000 nails, 175 liters of paint, 280 plywood sheets, and 14 laborers over the course of 900 hours. A huge endeavor, but Snask likes to go big. Really big!
To photograph our creation for the Festival’s print marketing, we rented a sky lift to hoist ourselves 30 meters up in the air. The view was jaw-dropping. 2014’s graphic identity for Malmöfestivalen has been featured in hundreds of articles around the globe, including AdWeek, Creative Review, HOW Design and many more. The praise from visitors in the streets and from the global creative community at large has exceeded all of our expectations. We set out to give visitors an unforgettable experience and in the end we created a typographic wonderland that was the talk of the universe.