Graphic Design
Samsung Festivals
Visual identity and spatial design for Samsung Spain’s summer festival tour (2024–2025), developing immersive brand activations across major music festivals such as Arenal Sound, Zevra Festival and Sonorama Ribera, translating product innovation into large-scale experiential environments that connected technology, culture and live audiences.
Year:
2024/2025
Industry:
Activations
Client:
Samsung
CONTEXT
Samsung Spain set out to build a strong presence across some of the country’s biggest summer festivals, creating immersive spaces where people could interact with the brand beyond a traditional product display.
In 2024 and 2025, I was part of the creative and art direction team responsible for shaping the visual identity and spatial experience of these activations. Working closely with the creative lead and production teams, I developed concepts, designed key visual elements within the stand, and helped translate strategic objectives into engaging on-site experiences.
Across both editions, the project toured major festivals such as Arenal Sound, Zevra Festival and Sonorama Ribera, connecting with thousands of attendees each day.
CHALLENGES
The first challenge was designing a festival activation that felt experiential rather than promotional. The space needed to highlight Samsung’s latest product features while still blending naturally into the festival environment.
In 2024, the stand revolved around a beach-inspired aesthetic that had to feel fresh, summery and visually powerful without losing the brand’s sleek, tech-driven identity. The activation needed to communicate innovation in a playful, accessible way.
In 2025, the scale grew significantly. The creative direction evolved into a bold Y2K-inspired universe filled with iridescent finishes, bubbles, glitter textures and nostalgic digital references. The challenge was to balance this expressive visual language with Samsung’s premium positioning, while ensuring consistency across multiple festivals and real-world production constraints.
Another key aspect was adaptability. Each festival had different spatial conditions, audiences and logistical requirements, so the design system had to be flexible enough to work everywhere without losing impact.
SOLUTION
For the 2024 edition, we developed a beach-driven visual concept that translated product innovation into a vibrant summer experience. I worked on the art direction of the stand and me and my team designed the main graphic elements, spatial visuals and activation touchpoints, ensuring that every detail reinforced the product’s key features. The result was an environment that felt light, immersive and naturally integrated into the festival atmosphere.
In 2025, we pushed the concept further. The new creative direction embraced a strong Y2K aesthetic with glossy surfaces, iridescent gradients, bubble elements and bold graphic compositions. I collaborated on defining the look and feel of the stand, developing visual assets and shaping how the brand lived within the space. From large-scale graphics to interactive areas, everything was designed to feel playful, immersive and highly shareable.
Throughout both years, my role combined conceptual thinking with hands-on design execution, always aligning creativity with brand guidelines and production feasibility.
OUTCOME
Over two consecutive summers, Samsung’s festival tour became a recognizable and engaging space within some of Spain’s most important music events. Thousands of attendees interacted with the stand, participated in the activations and experienced the brand in a more dynamic and memorable way.
For me, this project represents the intersection of brand, space and live culture. Seeing the stands come to life on-site, watching people engage with something that started as sketches and moodboards, and refining the experience in real time was one of the most rewarding parts of the process.
It also strengthened my experience in large-scale experiential design, collaborative art direction and adapting strong visual systems to real-world environments under tight timelines.
More Projects
Graphic Design
Samsung Festivals
Visual identity and spatial design for Samsung Spain’s summer festival tour (2024–2025), developing immersive brand activations across major music festivals such as Arenal Sound, Zevra Festival and Sonorama Ribera, translating product innovation into large-scale experiential environments that connected technology, culture and live audiences.
Year:
2024/2025
Industry:
Activations
Client:
Samsung
CONTEXT
Samsung Spain set out to build a strong presence across some of the country’s biggest summer festivals, creating immersive spaces where people could interact with the brand beyond a traditional product display.
In 2024 and 2025, I was part of the creative and art direction team responsible for shaping the visual identity and spatial experience of these activations. Working closely with the creative lead and production teams, I developed concepts, designed key visual elements within the stand, and helped translate strategic objectives into engaging on-site experiences.
Across both editions, the project toured major festivals such as Arenal Sound, Zevra Festival and Sonorama Ribera, connecting with thousands of attendees each day.
CHALLENGES
The first challenge was designing a festival activation that felt experiential rather than promotional. The space needed to highlight Samsung’s latest product features while still blending naturally into the festival environment.
In 2024, the stand revolved around a beach-inspired aesthetic that had to feel fresh, summery and visually powerful without losing the brand’s sleek, tech-driven identity. The activation needed to communicate innovation in a playful, accessible way.
In 2025, the scale grew significantly. The creative direction evolved into a bold Y2K-inspired universe filled with iridescent finishes, bubbles, glitter textures and nostalgic digital references. The challenge was to balance this expressive visual language with Samsung’s premium positioning, while ensuring consistency across multiple festivals and real-world production constraints.
Another key aspect was adaptability. Each festival had different spatial conditions, audiences and logistical requirements, so the design system had to be flexible enough to work everywhere without losing impact.
SOLUTION
For the 2024 edition, we developed a beach-driven visual concept that translated product innovation into a vibrant summer experience. I worked on the art direction of the stand and me and my team designed the main graphic elements, spatial visuals and activation touchpoints, ensuring that every detail reinforced the product’s key features. The result was an environment that felt light, immersive and naturally integrated into the festival atmosphere.
In 2025, we pushed the concept further. The new creative direction embraced a strong Y2K aesthetic with glossy surfaces, iridescent gradients, bubble elements and bold graphic compositions. I collaborated on defining the look and feel of the stand, developing visual assets and shaping how the brand lived within the space. From large-scale graphics to interactive areas, everything was designed to feel playful, immersive and highly shareable.
Throughout both years, my role combined conceptual thinking with hands-on design execution, always aligning creativity with brand guidelines and production feasibility.
OUTCOME
Over two consecutive summers, Samsung’s festival tour became a recognizable and engaging space within some of Spain’s most important music events. Thousands of attendees interacted with the stand, participated in the activations and experienced the brand in a more dynamic and memorable way.
For me, this project represents the intersection of brand, space and live culture. Seeing the stands come to life on-site, watching people engage with something that started as sketches and moodboards, and refining the experience in real time was one of the most rewarding parts of the process.
It also strengthened my experience in large-scale experiential design, collaborative art direction and adapting strong visual systems to real-world environments under tight timelines.
More Projects
Graphic Design
Samsung Festivals
Visual identity and spatial design for Samsung Spain’s summer festival tour (2024–2025), developing immersive brand activations across major music festivals such as Arenal Sound, Zevra Festival and Sonorama Ribera, translating product innovation into large-scale experiential environments that connected technology, culture and live audiences.
Year:
2024/2025
Industry:
Activations
Client:
Samsung
CONTEXT
Samsung Spain set out to build a strong presence across some of the country’s biggest summer festivals, creating immersive spaces where people could interact with the brand beyond a traditional product display.
In 2024 and 2025, I was part of the creative and art direction team responsible for shaping the visual identity and spatial experience of these activations. Working closely with the creative lead and production teams, I developed concepts, designed key visual elements within the stand, and helped translate strategic objectives into engaging on-site experiences.
Across both editions, the project toured major festivals such as Arenal Sound, Zevra Festival and Sonorama Ribera, connecting with thousands of attendees each day.
CHALLENGES
The first challenge was designing a festival activation that felt experiential rather than promotional. The space needed to highlight Samsung’s latest product features while still blending naturally into the festival environment.
In 2024, the stand revolved around a beach-inspired aesthetic that had to feel fresh, summery and visually powerful without losing the brand’s sleek, tech-driven identity. The activation needed to communicate innovation in a playful, accessible way.
In 2025, the scale grew significantly. The creative direction evolved into a bold Y2K-inspired universe filled with iridescent finishes, bubbles, glitter textures and nostalgic digital references. The challenge was to balance this expressive visual language with Samsung’s premium positioning, while ensuring consistency across multiple festivals and real-world production constraints.
Another key aspect was adaptability. Each festival had different spatial conditions, audiences and logistical requirements, so the design system had to be flexible enough to work everywhere without losing impact.
SOLUTION
For the 2024 edition, we developed a beach-driven visual concept that translated product innovation into a vibrant summer experience. I worked on the art direction of the stand and me and my team designed the main graphic elements, spatial visuals and activation touchpoints, ensuring that every detail reinforced the product’s key features. The result was an environment that felt light, immersive and naturally integrated into the festival atmosphere.
In 2025, we pushed the concept further. The new creative direction embraced a strong Y2K aesthetic with glossy surfaces, iridescent gradients, bubble elements and bold graphic compositions. I collaborated on defining the look and feel of the stand, developing visual assets and shaping how the brand lived within the space. From large-scale graphics to interactive areas, everything was designed to feel playful, immersive and highly shareable.
Throughout both years, my role combined conceptual thinking with hands-on design execution, always aligning creativity with brand guidelines and production feasibility.
OUTCOME
Over two consecutive summers, Samsung’s festival tour became a recognizable and engaging space within some of Spain’s most important music events. Thousands of attendees interacted with the stand, participated in the activations and experienced the brand in a more dynamic and memorable way.
For me, this project represents the intersection of brand, space and live culture. Seeing the stands come to life on-site, watching people engage with something that started as sketches and moodboards, and refining the experience in real time was one of the most rewarding parts of the process.
It also strengthened my experience in large-scale experiential design, collaborative art direction and adapting strong visual systems to real-world environments under tight timelines.