papi juancho — live in tirana
Maluma World Tour
A stadium-grade world tour landed on a city square — and every asset had to be rebuilt for it, from a 50×70 citylight to a stage screen the size of a building.
the date
For the first time, Tirana was a stop on an international tour.
14 March 2022, Sheshi Nënë Tereza. The Papi Juancho Maluma World Tour — a production designed for arenas and festival fields — was dropped into an open civic square in the middle of a capital city, with the Palace of Congresses on one side and the Academy of Arts on the other.
That single decision set every constraint that followed: a stage built from scratch in a public space, ticket zones drawn onto pavement, and a visual system that had to work on a phone screen, a bus-stop poster and a wall of LED at the same time.
key art — announcement
One poster the whole city learned by heart.
14 mars, Sheshi Nënë Tereza — the date, the place and the logo locked into one frame that worked on citylights, screens and phones alike.
Move the cursor across it: the surface tilts and catches the light like a printed card.
warm-up — supporting acts
asset adaptation
One tour identity, redrawn for every surface in the city.
The global Papi Juancho artwork arrived as a fixed lockup. Everything around it — crop, hierarchy, sponsor row, Albanian date line — was rebuilt locally, format by format, so nothing looked resized.
social cut — malumababy tirana
ORGANISER — REDCLOUD
The brand that brought him here, in the frame.
The square-format cut used on the cubes across the square and on social — sponsor lockup and tour logo held in one composition.
event map — zones & entrances
Twenty thousand people, one legible plan.
Colour-coded ticket zones, four entrances and the stage read at a glance — printed at the gates and shared as the pre-show graphic.
execution
A square turned into a venue in ten days.
build
Stage, roof, delay towers, PA wings and the full LED wall raised in front of the Palace of Congresses, with the boulevard closed and the pavement itself becoming the floor of the venue.
crowd flow
Four named entrances feeding two general zones and two VIP pens — Mimosa, Cherry, VIP A and VIP B — each colour-coded so a ticket could be read from twenty metres away.
branding on site
Barrier wraps, sponsor cubes, flags and gate graphics produced as one kit so that every camera angle in the square carried the tour lockup and the partners next to it.
site — sheshi dëshmorët e kombit, tirana
show night — 14 mars 2022
reach
The campaign travelled further than the square.
The rest came from Kosovo, North Macedonia and the diaspora — the show was covered by more than twenty Albanian-language outlets, radio shows and TV programmes in the week around the date.
Let's make the next one.
design with guts — art with soul