The wait is over! We now know the image that will represent San Fermín 2025, and it’s a true declaration of love for Pamplona and its people. The winning poster, titled “Hogar Pamplonica” (Pamplona Home), is the work of Pamplona native Sandra Nadal Vidal, and it has captured the hearts of the public with an original and deeply moving proposal.
The selection of the San Fermín poster, as is now tradition, is done by popular vote. This year, participation was exceptional, with 10,475 valid votes deciding among the 10 finalist proposals. A total of 490 works were submitted—468 from Spain and 22 from abroad!—demonstrating the international reach of our festivities.
“Hogar Pamplonica” emerged victorious, garnering an impressive 39.1% of the votes. And what does this captivating work represent? The image is as simple as it is powerful: the typical San Fermín laundry, with white clothes, sashes, and red scarves drying in the sun. An everyday gesture that Sandra Nadal has transformed into a vibrant symbol of identity and tradition.
Sandra Nadal Vidal didn’t choose this scene at random. Her intention is to go beyond the obvious, seeking a deeper symbolism in the act of washing clothes and preparing for the festivities. As she explains in her proposal’s dossier, this oil painting is “a close and everyday image that becomes a powerful symbol: it’s not just clothes, it’s our identity proudly hung, a common tradition that unites us.”
For Nadal, hanging out laundry is a way of showing that the festivities “are part of our home; they are not an isolated event, but an extension of our way of living and feeling.” The artist draws a beautiful parallel between the care and coexistence associated with this routine, and the welcome, warmth, and sense of community that define San Fermín.
“Because our festivities are a place where everyone, whether from here or from abroad, feels embraced, welcome, at home,” says Nadal. With this poster, the Pamplona artist extends a visual invitation to enter, to participate, to be part of something that goes beyond a celebration: “an open family, a house without doors.”
We can’t wait for San Fermín 2025 to see this poster filling every corner of Pamplona and to feel, once again, that magic that makes us feel at home!