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.
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.
