The 29th edition of Malmo Festival, Scandinavia’s largest city festival, chose “Paper” as their theme. The festival needed branding and interactive elements that honored the concept without being too … flat.
Snask decided the whole city of Malmo, as well as every piece of communication and branding, needed to be either wrapped in, or created by, paper. From day-to-day items to symbolic iconography - everything was re-interpreted in paper, making for a whimsical playground.
The collective spent a month cutting, folding, gluing, and modeling paper. They even produced some oversized items for Malmo attendees to climb on and interact with. Paper was used in a variety of ways; adding texture by partially ripping apart some of the pieces for more dimension, and creating paper-driven stop motion films.
Countless paper models and paper portraits filled a special edition magazine that went out to the 500k residents of Malmo. From advertising across television, buses, print, to creative visuals used throughout the festival experience, the work literally wrapped the entire city.