In 2010, Wonderland won the competition and was awarded the task of creating the poster and full visual identity for Roskilde Festival 2010. Our concept was conceived as a tribute to the audience—celebrating the people in front of the stage as the true stars of the festival.

Instead of focusing on artists or performances, we turned the spotlight toward the crowd itself: the energy, diversity, and collective experience that define Roskilde. The audience became both subject and symbol, reminding us that without the people, there is no festival.

This idea extended into a dedicated photography concept developed alongside the identity. Through bold, intimate, and expressive imagery, the photography captured real festivalgoers as protagonists, reinforcing the message that Roskilde is created as much by its audience as by its lineup. Together, the poster, identity, and photography formed a unified visual language rooted in participation, presence, and celebration.