Milan (Italy), April 2025. For the 2025 edition of the Sanremo Festival, Dentsu Creative Italy created a brand-new visual identity for Spotify’s official playlist, inspired by the two most iconic symbols of the city: flowers and music. Sanremo is not only home to Italy’s most famous music competition, it’s also known as the City of Flowers.
The project, entirely conceived and produced in-house by Dentsu Creative Italy, turned the listening experience into an immersive and ever-evolving visual journey. At its core lies a generative design system: each Sanremo song creates a unique flower, shaped by its BPM and sound dynamics, through a visual language built from the interaction between music, gradients, and geometry. A dynamic and multisensory approach that gives shape to sound and makes music visually come to life.
Link video “Spotify – BloomBeats”: https://youtu.be/xt97JTctIMI
The new identity was rolled out within the Spotify app and across all touchpoints of the 2025 Sanremo Festival campaign, becoming the coordinated visual universe of the entire launch. Users could also create and share their own flower, turning music into a personal, shareable visual expression, amplifying engagement and social resonance.
A bold design move that helped the playlist break through, becoming the most streamed playlist in the world during Festival week.
A project that opened the door of perception, changing the way people see, listen to, and feel music.
Credits:
Agency: Dentsu Creative Italy
CEO Dentsu Creative Southern Europe, MENA, Turkey: Emanuele Nenna
Chair Creative EMEA, CCO Italy: Riccardo Fregoso
Executive Creative Director: Gianluca Nucaro
Executive Creative Director: Stefano Tunno
Executive Creative Director: Maurizio Tozzini
Executive Creative Director: Giulio Frittaion
Head Of Design: Laura Liguori
Senior Motion Designer: Matteo Milone
Senior Motion Designer: Nicolò Frontini
Art Director: Federico Caronna
Copywriter: Roberto La Rocca
Creative Progress Director: Antonella Vicari
Progress & Creative Excellence Coordinator: Giorgia Croce
Chief Strategy Officer: Niccolò Rigo
Senior Strategist: Giulia Bacco
Senior Strategist: Sara Pasquinucci
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
Sound Design: Davide Cairo (Crossfade Studio)
