Sanremo Festival 2026: Citroën showcases comfort lounge and electric range

Citroën and the Sanremo Festival: a strategy of human proximity

Since its inception, Citroën has always stood out as a brand that is truly close to the people. This human-centric approach, deeply rooted in the brand's DNA, is currently being driven by a strategy of active reconnection with the global audience. To strengthen its visibility and foster authentic bonds, the brand is expanding its strategic partnerships in environments defined by sharing and conviviality. Following the success of the Winterland Tour, Citroën is maintaining this momentum in Italy by renewing its collaboration with Radio Italia. This alliance allows the brand to be part of major cultural milestones where emotion and innovation converge.

The 76th Sanremo Festival: Citroën at the heart of the media spotlight

The Sanremo Festival is a true cultural institution, celebrating its 76th edition from February 24 to 28, 2026. For this major event, Citroën is consolidating its presence alongside Radio Italia with an extensive setup. The brand is integrated into the « Fuori Sanremo » studios, located at the prestigious Grand Hotel Londra. Every day, renowned hosts such as Francesca Leto and Mauro Marino will conduct exclusive interviews with artists and festival personalities.

Citroën's visibility is guaranteed by two strategic locations in the heart of the city. In addition to the Grand Hotel Londra, the brand is a key participant in the Radio Italia Music Village. This hub, located near the center of Sanremo, serves as a primary meeting point for the public, media, and artists, providing Citroën with an exceptional platform to showcase its vision of modern mobility.

From the Citroën Comfort Lounge to the Road: a sensory journey

Within the Music Village, Citroën has created the « Citroën Comfort Lounge », a spectacular glass structure designed as an oasis of serenity amidst the festival's excitement. This space invites visitors to experience Citroën comfort from an immersive perspective. Featuring the iconic Bubble chairs and soundproof headphones playing natural soundscapes (forest, sea, wind), festival-goers can enjoy a rejuvenating break. This initiative reflects the brand's commitment to making well-being accessible to everyone through a sensory and inclusive approach.

The transition to automotive mobility happens naturally in the adjacent space. Here, the public can explore the New Citroën C5 Aircross SUV, a mobile extension of the lounge experience. Equipped with ventilating and massaging seats, a soundproof cabin, and the vertical Waterfall screen capable of mirroring the lounge’s soothing atmospheres, the vehicle demonstrates that comfort is not a static luxury but a vital part of every journey, even in the most dynamic settings.

Conclusion: Comfort as the brand’s totem

The partnership between Citroën and Radio Italia during the Sanremo Festival is a demonstration of quiet strength. By aligning with such a high-profile media event, the brand maximizes its visibility while staying true to its core values. The success of this presence confirms that Citroën is right to place comfort at the heart of its strategy. By establishing well-being as a major totem, Citroën does more than just sell cars; it offers a more serene way of life, proving once again that its vehicles are undoubtedly the most comfortable on the market.