Three elements come together in the design of the poster, which aims to convey some of the most characteristic features of Malaga city. On the one hand, the bright luminous blue of its days and its clear skies, so typical of the landscapes of the Costa del Sol. On the other, the avant-garde development that the city has experienced, through a graphic synthesis of the pergola that runs along the Palmeral de las Sorpresas, a hypnotic and kinetic design by Junquera Arquitectos for one of the most representative public spaces in the docks area. As the cherry on top, literally, a gastronomic reference to tarta loca: a popular Malaga sweet whose yolk glaze on top is crowned with this fruit in syrup.
The combination of all these elements pursues the representation of a saboraje: a term coined by the Andalusian writer José María Suárez Gallego that alludes to that feeling of connection that we experience with a landscape when enjoying its local gastronomy, feeling part of the environment, where tasting a tarta loca anywhere else will never be the same. The idea is to convey that the Malaga Festival is a unique and special experience that can only happen in Malaga.
About Narita
Founded in 1998, Narita is a strategic consultancy specialised in design and branding. Based in Malaga, it has a multidisciplinary team with extensive experience in the conceptualisation, design and implementation of strategic creative projects, based on the construction of values, an image and a narrative capable of impacting and generating links with brands.
Narita has been strongly linked to the cultural sector of its city, having developed creative strategies for multiple entities such as Fundación Unicaja, La Térmica, Teatro Soho Caixabank, Museo Picasso Málaga or Antonio Gala's house museum La Baltasara, among other institutions.
In the national cultural scene, Narita is a consultant with extensive experience in the design of strategies and campaigns for public and private institutions, including the promotion of activities of entities such as the Russian Museum Collection, Centre Pompidou, Instituto Cervantes, Alliance Française or ICEX Spain Export and Investment.
Its campaigns and graphic works have received multiple design awards (Laus, Anuaria, Latampack, Letra, Clap, CS Design Awards, Luxury Advertising Awards...). This is why it has headed the ranking of Los mejores del año en diseño y branding prepared by the specialised magazine El Publicista.
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