Branding with emotion: passion in Seville, Spain

We were enamored by the passion and warmth of this capital of the Andalusian region. The energy is infused into the culture, from flamenco dancing to bright architecture to bull-fighting.

The sweltering heat of Seville left us drenched with sweat, parched at the end of each day. Walking along sidewalks felt like we were making our way through a sauna, and we started to appreciate the majestic palaces in the city more for the shade they provided rather than their history and beautiful architecture. We spent a significant amount of time inside department stores, reveling in the air conditioning. Still, the city left us in a dazed state of mind.

The heat of Seville wasn’t just from the temperature. It felt like the city had an overall sense of fervor. Lonely Planet‘s description of Seville resonates with our experience: “Some cities blast you away, others slowly win you over. Seville disarms and seduces you.”

Here are some of the reasons why we consider Seville the city of passion and seduction.

Flamenco dancing

Flamenco dancing is rumored to have originated among gypsies in this region. We watched a performance in an intimate room, where we heard a musician’s raspy voice sing songs of devotion, accompanied by intense snapping and soulful guitar playing, as well as stomping from the intense footwork of the dancers. During each act, we could feel the build-up and the sharp release of tension, which kept us on the edge of our seats.

The male dancer’s body quivered, his teeth chattering with the rhythm and beat. Every time he whipped his head, you could literally see beads of sweat flying off his face. The female dancer’s arm and leg movements were controlled and sharp, but her ruffled dress flowed gracefully. Occasionally, we heard one of the performers release a shrill primitive cry, which sounded like it came from their body involuntarily, more a vocal reflex rather than a rehearsed sound. It was a captivating experience to realize how much emotion could be conveyed in a performance.

Andalusian yellow

Seville is the capital city of Spain’s Andalusia region, which is known for its bold and vibrant color palette—a remaining influence from the Islamic rule of Spain. I was struck by the bright yellows of the buildings, from historical palaces to living courtyards. They seemed to reflect the intense sunlight of the area and deliver a stronger energy to the city. I loved seeing how other objects or pedestrians popped against the background.

Bull-fighting

I was surprised by the emotional complexity of bull-fighting. After visiting one of the rings, I learned about the allure of the fame and glory that accompanies the sport, as well as the pure adrenaline high from being so close to death.

Bull-fighters prepare themselves to be dazzling figures for the public, but behind the scenes, they experience a lot of sober reflection time. Just before the entrance to the arena, there’s a chapel for prayer and confessions in case they don’t make out of the arena alive. It also houses a plain jug of water, which is labeled as the “jug of fear” because it may be the last drink of the bullfighter’s life.

Inside the arena, there’s a shield that bull-fighters can hide behind when a bull comes charging forth, and the horn marks in the wood show just how brutal the impact can be.