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. To celebrate the festivals anniversary in style the largest physical graphic identity the world had ever seen was created: 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. 

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 identity also won an silver egg in the Swedish communication competition Guldägget.

The "world’s largest poster" for Scandinavia's largest city festival.

Art direction & Design: Jens Nilsson
Photography: Nils Bergendahl/Anders Sipinen
Craftsman: Ali Atié
Created while working at Snask

Intro: We started our client-agency relationship with the festival in 2008, and in 2014 Scandinavia’s largest city festival turned 30 years. The grand party took place in August and roughly 1.4 million people visited the festival over 8 consecutive days.

Solution: We wanted Malmöfestivalen to be able to celebrate in style. Therefore we created the largest physical graphic identity the world has ever seen, a gigantic physical art installation measuring 13x8 meters, enabling the visitors to interact, climb and jump on it. To produce the identity we used 10 000 nails, 175 litres of paint, 280 plywood sheets, 14 people during 900 hours, and we rented a skylift to photograph it 30 meters up in the air. 2014 graphic identity for Malmofestivalen has been featured in hundreds of articles around the globe – 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.