Malaga Loves Shanghai: Montana Colors Joins the International Celebration of the Year of Picasso.

Montana Colors is proud to have been involved in coordinating and supplying materials for this remarkable initiative, with the invaluable support of its distributor in China, Phoenix Art Supplies, along with the mediation of both Export and Culture areas of the brand.

The fusion of the Picasso Year and the launch of Malaga's new international tourism campaign comes to life in the 'Malaga Loves Shanghai' initiative, where Montana Colors plays a crucial role as a material supplier and strategic partner. The urban art promotion, spearheaded by the Tourism Department of the Malaga City Council and known as 'Malaga loves...', originally slated for Europe during the Picasso Celebration 1973-2023, now expands eastward to engage audiences in the vibrant city of Shanghai, following successful stops in Munich and Basel, which were the first recipients of this incredible initiative.

In this endeavor, a 14x4 meter mural featuring Picasso's likeness – 2023 marked the 50th anniversary of Spain-China relations and also commemorated the Picasso Year for the 50th anniversary of the artist's passing – was unveiled alongside motifs representing Malaga, nods to Shanghai, and cubist-inspired elements to "highlight the parallels between Chinese and Malaga culture". The deployment of this action is planned across three key metro stations in Shanghai: Xintiandi, Jiaotong University, and Longyang Road, attracting an impressive monthly flow of between 6 and 10 million users.

The official unveiling took place at Longyang Road station, in the financial district of Pudong, with the prominent presence of the city's Councillor for Tourism and Promotion, Jacobo Florido, and the Consul General of Spain in Shanghai, Luis Calvo, among other dignitaries. The initiative, supported by the Malaga City Council and Turespaña, also received support from the Instituto Cervantes in Shanghai, the OTS in Beijing, the Shanghai Metro, and, of course, Montana Colors.

The urban art, captured by the talented Malaga artist Eduardo Luque 'Lalone', merges iconic elements of both the Costa del Sol capital and Shanghai, paying homage to the figure of Pablo Ruiz Picasso. This initiative not only leaves a visually striking impression on Shanghai but also marks the inception of a broader international tourism promotion campaign for Malaga, which was officially launched in mid-December and will extend across different continents, with upcoming stops in New York and Miami – cities where this creative collaboration between Montana Colors and the Andalusian city's international tourism campaign will be further showcased.

'Malaga loves Shanghai' not only celebrates Malaga's rich cultural heritage and the genius of Picasso but also underscores the city's commitment to leaving a lasting impact on international destinations, attracting millions of tourists, and fostering a cultural connection with Malaga.

At Montana Colors, we are thrilled to be part of this incredible journey and eagerly anticipate continuing to share our passion for art and culture with the world.