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Cervezas Alhambra<\/b> is turning 100 and celebrating with a new flamenco style that pays tribute to Granada<\/b>, the brand’s birthplace and one of the cradles of our most universal art form.<\/p>\n
Our team at CHINA\u2014parte de LLYC\u2014<\/b> has designed and directed this project alongside Cervezas Alhambra<\/b> 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.<\/p>\n
Under the musical direction of Javier Lim\u00f3n, one of flamenco’s most renowned producers and composers, and Frank Maza, an emerging producer who has grown alongside figures such as Paco de Luc\u00eda and Enrique Morente, a group of leading figures in flamenco singing\u2014Carmen Linares, Arc\u00e1ngel, Kiki Morente, Sandra Carrasco, Sa\u00fal Quir\u00f3s, David de Jacoba, and Antonio Cort\u00e9s\u2014 Samara Carrasco and Gema Carrasco\u2014<\/b>, guitar \u2014Diego del Morao and Dani de Mor\u00f3n\u2014<\/b>, dance \u2014Jos\u00e9 Maya\u2014<\/b> and percussion \u2014An\u00e9 Carrasco and Juan Carmona\u2014<\/b>, have created a new style of flamenco with an unprecedented rhythm inspired by the mother of flamenco singing, the sole\u00e1<\/b>, which incorporates a lower sixth string to express depth and invite reflection. for the first time in flamenco, it has no ending.<\/p>\n
The audiovisual piece, directed by Little Spain<\/b> and filmed entirely in Granada<\/b>, 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<\/b> and its freedom in approaching the different artistic styles that coexist there with respect and purity.<\/p>\n
Soseg\u00e1<\/b> 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.<\/b><\/p>\n