Every Sanremo song bloomed as a flower in Spotify's playlist identity

Fuse the two icons of host city Sanremo — flowers and music — into a living identity for the festival's official Spotify playlist.

A generative design system where each Sanremo song creates its own unique flower, shaped by its BPM and sound dynamics through gradients and geometry.

Conceived and produced entirely in-house at Dentsu Creative Italy, the system rolled out inside the Spotify app and across all touchpoints of the festival campaign as the coordinated visual universe of the launch; users could also create and share flowers of their own.

The playlist became the most streamed playlist in the world during festival week, with users amplifying reach by creating and sharing their own flowers.

For the 2025 edition of the Sanremo Festival, Dentsu Creative Italy created a new visual identity for Spotify's official playlist, inspired by the host city's two most iconic symbols: Sanremo is not only home to Italy's most famous music competition, it is also the City of Flowers.

The project, conceived and produced entirely in-house, turned listening into an 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 — sound given shape, music made visible.

The identity rolled out within the Spotify app and across every touchpoint of the festival campaign, becoming the coordinated visual universe of the launch. Users could create and share their own flowers, turning music into personal, shareable visual expression — and during festival week the playlist became the most streamed in the world.

Generative art scales to a festival's repertory: every entry gets bespoke visuals without anyone hand-drawing them.

The flower metaphor is native to Sanremo, so the identity reads as a portrait of the city, not a skin on the app.

User-generated flowers converted listeners into distributors of the playlist's identity.

A playlist usually wears one static cover; letting each track grow its own artwork turns a listening session into a garden people want to walk through and share.

As of the April 2025 write-up the playlist had broken through as the world's most streamed playlist during festival week.