Together with Cervezas Alhambra, we are launching a new flamenco style inspired by Granada.

Cervezas Alhambra is turning 100 and celebrating with a new flamenco style that pays tribute to Granada, the brand’s birthplace and one of the cradles of our most universal art form.

Our team at CHINA—parte de LLYC— has designed and directed this project alongside Cervezas Alhambra as a way to celebrate the brand’s centenary by connecting with its deepest identity. The proposal: to create a new style inspired by Granada, one that dialogues with the city’s own rhythm and its way of understanding life and creation.

Under the musical direction of Javier Limón, one of flamenco’s most renowned producers and composers, and Frank Maza, an emerging producer who has grown alongside figures such as Paco de Lucía and Enrique Morente, a group of leading figures in flamenco singing—Carmen Linares, Arcángel, Kiki Morente, Sandra Carrasco, Saúl Quirós, David de Jacoba, and Antonio Cortés— Samara Carrasco and Gema Carrasco—, guitar —Diego del Morao and Dani de Morón—, dance —José Maya— and percussion —Ané Carrasco and Juan Carmona—, have created a new style of flamenco with an unprecedented rhythm inspired by the mother of flamenco singing, the soleá, which incorporates a lower sixth string to express depth and invite reflection. for the first time in flamenco, it has no ending.

The audiovisual piece, directed by Little Spain and filmed entirely in Granada, visits symbolic locations in the city to capture its essence and its link with flamenco. A documentary exercise that is difficult to classify, it looks at the experimental nature of Granada and its freedom in approaching the different artistic styles that coexist there with respect and purity.

Sosegá not only celebrates a century of brand history: it opens a conversation about how brands can contribute, in a respectful and meaningful way, to the culture that surrounds them.