The Cruïlla Festival has a clear desire to go beyond the traditional conception of a music festival. And its commitment to offering "experiences" in other areas such as art, gastronomy, fashion or opera, or also to making clear its social and environmental sensitivity and guaranteeing the comfort of attendees are a good example of this. Starting from the premise that almost all of its audience is local, it seeks ways to be as close as possible to them and respond to their "interests beyond music." There are details that speak for themselves: the festival, which takes place on July 12, 13 and 14 in the Parc del Fòrum, limits public entry to 25,000 people when the venue could accommodate 50,000. "At the venue, instead of getting lost, you find people," says Cruïlla director, Jordi Herreruela. Another statement of his summarizes the spirit of some of the non-musical novelties they are incorporating for this July and which are the embryo of projects destined to grow: "we do not want to be event promoters, but managers of a community of cultural consumers."
One of the most ambitious projects they are launching in this edition is the biodegradable cup. For the first time in Spain, a music festival will use this type of cup, leaving behind hard plastic ones. Estrella Damm has collaborated with the design of a biodegradable cup "made of corn," so that "it is a compostable product" that can be thrown into organic containers, according to Jordi Laball, from Damm's Communication and External Relations Department. Cruïlla is one of the first festivals in the world to bet on this, a fact that Herreruela predicted would "transform the reality of festivals in Spain and around the world."
Another novelty that represents a "starting point towards a closer relationship": the collaboration agreement with the Gran Teatre del Liceu to bring opera closer to the Cruïlla audience. Cruïlla attendees will be able to enjoy "good seats and significant discounts" for La Favorite by Donizetti, which will be on display at the Liceu during the month of July.
GASTRONOMY AND FASHION
For the gastronomy and fashion offer, Cruïlla relies on White Summer, the event of this specialty that takes place in Pals. In this way, the offer will become "more varied and better indicated," in addition to including vegan and gluten-free food. It will also incorporate coffee, "by popular vote," as Herreruela joked. In addition, there will be a market of creative entrepreneurs and designers, a children's area (children under fifteen have free admission) and performances by a dance company. In total, 35 food trucks and more than thirty brands will gather at the Parc del Fòrum. Regarding fashion, a home delivery service for purchases and a line of merchandising clothing will be introduced, which should eventually lead to a "own brand." This "street" atmosphere of the venue will be completed with performances by La Fura dels Baus and a small sample of the Aquelarre de Cervera.
Technological facilities have a specific weight in the festival and this year some of the existing tools have been perfected. Thus, this is the fourth edition in which Full Cashless is deployed (it was the first festival in the world to do so), through the smart wristband that allows all consumptions within the Cruïlla venue. The organization guarantees the public that, through these wristbands, they will pay strictly for what they consume, and offers the possibility of picking them up at the Movistar store in Plaça de Catalunya during the festival days to avoid queues, another of the event's objectives. Inside the venue there will be Wi-Fi and mobile charging areas, as well as a gamers area and augmented reality games, which will allow anyone who wishes to "hunt Gaudí dragons."
Regarding mobility, during the Cruïlla nights, the tram will offer an uninterrupted service and there will be buses from the Fòrum to Plaça de Catalunya, as well as bicycle parking.
AUTHOR'S STAGE
The Cruïlla stage, which will host headliners such as Jack White, Prophets of Rage, N.E.R.D, and David Byrne, will once again be a spectacular stage, conceived and designed by artist Lluís Danés. The Damm stage is being expanded by 100 square meters and gaining 18 more meters in height (it will be as tall as a five-story building, making it one of the largest outdoor music stages in the country). "We like the connection with the sea. I have imagined a kind of sea cathedral, conceived as a portico that welcomes cultures. The stage is like a maritime building, with eyes that will act as a lighthouse," says Danés. On both sides, he has placed twelve-meter-high seahorses and an "army of jellyfish," which give an idea of its sumptuousness. It is not in vain that the director of Cruïlla considers the stage design as "another headliner." One more year, the commitment to urban art continues, with actions in the form of graffiti linked to the artists performing in this edition. All of this is intended to immerse attendees in three dreamlike days that are most stimulating for the senses.