For the 2025 Sanremo Festival, Dentsu Creative Italy transformed Spotify’s official playlist into a stunning multisensory experience, unveiling a bold new visual identity that fuses two of Sanremo’s most iconic traits: flowers and music.
Sanremo, long celebrated as Italy’s “City of Flowers” and the epicenter of its most famous music competition, served as the perfect inspiration for a generative design system that brings sound to life. At the core of the project lies “BloomBeats”: a dynamic, evolving design that generates a unique flower for each song, shaped by its BPM and sound dynamics. Each bloom uses gradients, geometry, and audio-reactive visuals to give music form, resulting in a design that blossoms as you listen. Watch below:
The campaign spanned across the Spotify app and every Sanremo Festival touchpoint, creating a cohesive, coordinated visual universe for the event. The initiative also invited users to generate and share their own musical flower, turning listening into a personal and social experience.
“BloomBeats” didn’t just elevate the aesthetic of the playlist—it made it resonate globally. During Festival week, Spotify’s Sanremo playlist became the most streamed in the world, a testament to the power of immersive design and musical storytelling.
CREDITS
BRAND: Spotify
Leadership CEO, Southern Europe, MENA, Turkey: Emanuele Nenna
Chair Creative EMEA, CCO Italy: Riccardo Fregoso
AGENCY: Dentsu Creative Italy
- Executive Creative Directors: Gianluca Nucaro, Stefano Tunno, Maurizio Tozzini, Giulio Frittaion
- Head Of Design: Laura Liguori
- Senior Motion Designers: Matteo Milone, Nicolò Frontini
- Art Director: Federico Caronna
- Copywriter: Roberto La Rocca
- Chief Strategy Officer: Niccolò Rigo
- Senior Strategists: Giulia Bacco, Sara Pasquinucci
- Creative Progress Director: Antonella Vicari
- Progress & Creative Excellence Coordinator: Giorgia Croc
- Client Service Director: Anna Chiara Pelletti
- Client Supervisor: Alessia Stefanutti
- Client Manager: Claudia Spinelli
- Client Executive: Elena Longoni
- Programme Manager: Chiara Lamera
- PR Manager: Alessandro Turchi
- Davide Cairo (Crossfade Studio)
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