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Brief

UTOPIA is the first big electronic music festival held in Madrid. Two days of collective craziness, dancing outdoors to the rhythm of the most powerful DJs on the planet. A domain for freedom and optimism in the heart of Madrid, a virtually impossible dream, an unique experience, given over to the celebration of music, dancing and the coolest people imaginable.

Concept – The Island

Using the festival’s name “Utopia” (the island from the homonymous book by Thomas More) and the idea of creating a space given over to the dance experience as inspiration, the concept of the UTOPIA festival as a floating island was born. This protected realm of freedom is raised from the ground in Madrid, eventually reaching a singular parallel dimension. A platform that ascends thanks to the effervescent energy generated by thousands of people (the “utopians”) dancing to the rhythm of the world’s best DJs.

The United State of Freedom
The imaginary dance republic. A free and independent territory that welcomes all “utopians” who share its ideals: freedom, happiness and party!

VISUAL IDENTITY – THE SEISMIC ENERGY IS UNLEASHED

Our island of freedom elevates to the skies of Madrid, and its platform gives rise to a dynamic morphology that is in a state of constant evolution and flux, so much so that the logotype of UTOPIA rebels against the established typographic norms. Its shape changes and transforms, as if affected by the seismic activity of this mythical land, produced by the vibration of the music and the energy of the dancing “utopians”. Every year, a theme related to the island defines the festival’s graphic design and activities.

YEAR ONE – THE VOLCANO

In 2016, extraordinary seismic movements sparked the birth of the island of UTOPIA through a volcanic eruption. The energy contained in its interior was set loose, emerging from its crater in the form of cracks of bubbling lava.

GRAPHIC SYSTEM

Colors charged with energy, messages in a super “bold” typography (Tungsten) and malleable bubbles of lava (which seem to catch the contagious rhythm and energy of the “utopians”) are the three main elements of the graphic design system, in combination with a very defined photographic style: close-up portraits of the DJs and photos of the ambience in the “utopic” community.

Contact Points

The most relevant contact point for a music festival is the poster featuring the program of participating artists. In the case of UTOPIA, Erretres designed both the complete poster for the festival, as well as the individual posters highlighting the star DJs. We also designed other types of applications and merchandising for the event and its communication: ID badges, wristbands, applications for the space, marquees, advertising…

Related Projects

Quantum

Civitatis

[:es]

Briefing

UTOPIA is the first big electronic music festival held in Madrid. Two days of collective craziness, dancing outdoors to the rhythm of the most powerful DJs on the planet. A domain for freedom and optimism in the heart of Madrid, a virtually impossible dream, an unique experience, given over to the celebration of music, dancing and the coolest people imaginable.

Concept – The Island

Using the festival’s name “Utopia” (the island from the homonymous book by Thomas More) and the idea of creating a space given over to the dance experience as inspiration, the concept of the UTOPIA festival as a floating island was born. This protected realm of freedom is raised from the ground in Madrid, eventually reaching a singular parallel dimension. A platform that ascends thanks to the effervescent energy generated by thousands of people (the “utopians”) dancing to the rhythm of the world’s best DJs.

The United State of Freedom
The imaginary dance republic. A free and independent territory that welcomes all “utopians” who share its ideals: freedom, happiness and party!

VISUAL IDENTITY – THE SEISMIC ENERGY IS UNLEASHED

Our island of freedom elevates to the skies of Madrid, and its platform gives rise to a dynamic morphology that is in a state of constant evolution and flux, so much so that the logotype of UTOPIA rebels against the established typographic norms. Its shape changes and transforms, as if affected by the seismic activity of this mythical land, produced by the vibration of the music and the energy of the dancing “utopians”. Every year, a theme related to the island defines the festival’s graphic design and activities.

YEAR ONE – THE VOLCANO

In 2016, extraordinary seismic movements sparked the birth of the island of UTOPIA through a volcanic eruption. The energy contained in its interior was set loose, emerging from its crater in the form of cracks of bubbling lava.

GRAPHIC SYSTEM

Colors charged with energy, messages in a super “bold” typography (Tungsten) and malleable bubbles of lava (which seem to catch the contagious rhythm and energy of the “utopians”) are the three main elements of the graphic design system, in combination with a very defined photographic style: close-up portraits of the DJs and photos of the ambience in the “utopic” community.

Contact Points

The most relevant contact point for a music festival is the poster featuring the program of participating artists. In the case of UTOPIA, Erretres designed both the complete poster for the festival, as well as the individual posters highlighting the star DJs. We also designed other types of applications and merchandising for the event and its communication: ID badges, wristbands, applications for the space, marquees, advertising…

Related Projects

Quantum

Civitatis

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