San Diego Comic-Con Málaga, a global pop culture event inspired by the iconic San Diego edition, which brought together 120,000 fans from 20 countries over 4 days in a unique European experience.
Since 1970, San Diego Comic-Con has been the world’s leading pop culture gathering. The goal of the Málaga edition was to bring its unique spirit across the Atlantic to a new European hub, positioning the city as an international entertainment landmark. Objectives included global projection for both the event and the host destination, expanding the fan base, and building strong emotional ties with new audiences. It also aimed to reinforce Comic-Con’s image as a global event and cultural festival, inspire participants to feel part of a creative community, and foster their connection with brands, creators, and cultural industries.
Creativity stemmed from the need to build an entirely new visual and graphic identity, since the original San Diego edition lacked a defined universe. A parallel imaginary world was developed for Málaga, displayed across digital platforms, screens, and physical elements. Iconic Comic-Con areas (Hall M, auditoriums, exhibition, meet & greet, and village) were recreated within 80,000 m². Production featured a 60x5m auditorium screen, over 300 hours of content, and 1,800 original animations. The result was an immersive, innovative experience blending creative storytelling, large-scale production, and cutting-edge technology to make Málaga a unique stage for the Comic-Con spirit.
