Sosegá
Office
Spain
Services
Creativity
Cultural and brand strategy
Audiovisual production
Content
Public relations
Date
2025
In 2025, Cervezas Alhambra turns 100. An anniversary that called for more than a glance at the past or an exercise in nostalgia. The question wasn’t how to celebrate a century of history, but how to do so without betraying what has always defined the brand.
Granada, Alhambra’s city of origin, shares with the brand a particular way of understanding time—a rhythm of its own. A way of living and creating without rush. And there is a cultural language that has been, for decades, the soundtrack to this way of life: flamenco.
How can you pay homage to Granada and flamenco without appropriating them, and do so from a perspective that adds something new to the culture?
Solution
Instead of reinterpreting an existing ‘palo’, we decided to go further and create a new one. Thus was born ‘Sosegá’, el palo sin prisa. A completely new flamenco style, conceived with respect for tradition and guided by a clear idea: to extend time, avoid closure, and let emotion linger.
Under the musical direction of Javier Limón and with the participation of 14 flamenco artists from different generations—singing, guitar, dance, and percussion—’Sosegá’ introduces elements never before explored in the genre: an unprecedented rhythm (4/4 subdivided into 3/3/2), a lower sixth string tuned to B, and, for the first time in flamenco history, the absence of a ‘remate’ (concluding flourish). There is no urgency. No marked ending. Time stretches.
The project is documented in an audiovisual piece produced by Little Spain, filmed entirely in Granada—in Albaicín, Sacromonte, the Alhambra Factory, and Sierra Nevada—intimately following the creative process of the artists and connecting music, landscape, and way of life.
‘Sosegá’ does not remain confined to flamenco territory. The new ‘palo’ travels and opens a dialogue with other musical languages through contemporary reinterpretations, such as A paso lento by Pablo López, and collaborations with artists like Dellafuente and Ana Mena. The rhythm remains; the voice changes, the instrument changes, but time stays the same.
Case developed by CHINA, part of LLYC.
RESULTS
