{"id":79235,"date":"2026-07-02T18:05:07","date_gmt":"2026-07-02T18:05:07","guid":{"rendered":"https:\/\/ask4location.it\/?p=79235"},"modified":"2026-07-02T18:05:08","modified_gmt":"2026-07-02T18:05:08","slug":"sanremo-2027-event-venues","status":"publish","type":"post","link":"https:\/\/ask4location.it\/en\/location-eventi-sanremo-2027\/","title":{"rendered":"Sanremo as a Venue: Why Festival Week Has Become a Playground for Brands"},"content":{"rendered":"

The 2027 Sanremo Music Festival will be held from February 16\u201320<\/strong>, the 77th edition of the festival, hosted by Stefano De Martino. For years now, however, the Festival has been more than just a singing competition watched on TV: it\u2019s the week when all of Italy turns its attention to a single city, and brands know this all too well.<\/p>\n\n\n\n

In the latest edition, the main partners came from sectors far removed from music: insurance, transportation, energy, retail, and home care. Eurospin<\/strong> has combined retail and entertainment with a store preceded by a karaoke area, Air Wick<\/strong> has set up a multisensory space dedicated to fragrances, General Information<\/strong> brought his \u201cBalconcino narrativo\u201d to the city, along with a podcast series, Rowenta<\/strong> signed a Ferris wheel and L'Or\u00e9al Paris<\/strong> has transformed an entire space in Piazza Borea d\u2019Olmo into a Beauty Bar that has become a social club. None of these brands sell records. All of them, however, have realized that in Sanremo, the brand visibility<\/strong> It's built off the stage, not on top of it.<\/p>\n\n\n\n

A City That Becomes a Stage<\/h2>\n\n\n\n

Credit is also due to projects like \u201cTra palco e citt\u00e0,\u201d the regional marketing initiative that takes the Festival far beyond the walls of the Ariston Theater: talks, showcases, parties, product presentations, and hospitality events enliven the city for an entire week, multiplying opportunities for interaction between brands and an in-person audience, in addition to those following everything online.<\/p>\n\n\n\n

This is where the real work of location scouting<\/strong>: Finding the right space means understanding not only what a place conveys, but also what it allows you to do\u2014setups, crowd flow, technical timelines, permits, and safety.<\/p>\n\n\n\n

Unusual locations are the real playground<\/h2>\n\n\n\n

Anyone familiar with Sanremo knows that the most searched-for locations during Festival week are rarely villas or historic homes. They are bars, tobacco shops, bakeries, and newsstands: unusual locations<\/strong> which, for a few days, completely change their appearance and function. In the latest edition, Pringles<\/strong> opened his AperiHouse inside an aperitif bar in the city center; Novi Cream<\/strong> placed a vintage, branded truck along one of the main streets; Jack Daniel\u2019s<\/strong>, in collaboration with Superluna, has transformed 500 square meters in Portosole into a space where the stage and backstage blend together; a historic bakery in the city center\u2014a go-to spot for the local sardenaira\u2014remained one of the week\u2019s informal hotspots, just a stone\u2019s throw from Piazza Bresca, the heart of Sanremo\u2019s nightlife. The same goes for neighborhood tobacco shops and newsstands, which during the Festival become makeshift distribution points for merchandise, photo spots, or simple urban backdrops for social media content: modest locations, yet with enormous visibility in a city where every corner, for one week, is photographed and documented.<\/p>\n\n\n\n

It\u2019s exactly the kind of location we feature: spaces that, in everyday life, are a bar, a store, or a warehouse, and that during Festival week become pop-up stores, guest lounges, and backdrops for social media content.<\/p>\n\n\n\n

How Ask4Location Works in Sanremo<\/h2>\n\n\n\n

We are building, location by location, a archive dedicated to Sanremo<\/strong> on our website, featuring the most interesting venues we\u2019ve discovered around the city\u2014all of which are currently unconventional spaces, perfectly in line with what the Festival week truly calls for. You can find it here: Sanremo Location Archive<\/a>.<\/p>\n\n\n\n

But an online archive, no matter how well-curated, tells only part of the story. Understanding Sanremo means knowing how to navigate permits, tight deadlines, and complicated access during the city\u2019s busiest week of the year. That\u2019s why, if you\u2019re already thinking about how to position your brand during the upcoming Festival, the most useful advice we can give you is: Tell us about your project<\/strong><\/a>, so we can help you create the right event, in the right location, with everything you need to make it a real success.<\/p>","protected":false},"excerpt":{"rendered":"

The 2027 Sanremo Music Festival will take place from February 16 to 20; this will be the 77th edition of the event, hosted by Stefano De Martino. For years now, however, the Festival has been more than just a singing competition watched on TV: it\u2019s the week when all of Italy turns its attention to a single city, and brands know this well. \u2026 Continued<\/a><\/p>","protected":false},"author":20,"featured_media":79107,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[391],"tags":[729,849,847,848,846,850,612],"class_list":["post-79235","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-produzione-film-video-e-foto","tag-brand-activation","tag-eventi-2027","tag-festival-di-sanremo","tag-location-insolite","tag-location-scouting","tag-marketing-territoriale","tag-sanremo"],"acf":[],"yoast_head":"\nFestival di Sanremo \u00e8 diventato un terreno di gioco per i brand<\/title>\n<meta name=\"description\" content=\"Scopri 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