During Primavera Sound, SLS Barcelona becomes the epicenter of music, culture, and hospitality. We set out to create a temporary identity that would bring the festival’s vibe into every corner of the hotel, without losing SLS’s distinctive personality.

The identity was built around a fluid visual language, where color, typography, and photography blended organically. Every detail contributed to a shared narrative, making the hotel feel like an extension of the festival.

Pleasure, measured excess, and a touch of provocation that invited you to stay a little longer.