A city with taste
On 29–30 October 2022, Abay Square in front of the Palace of the Republic became home to the international Almaty Food Fest.
The challenge was ambitious: bring gastronomy, music, workshops, a market, family activities and dozens of participants into one space — while making the entire experience feel like one coherent city festival rather than a collection of separate zones.
Energy Nation took part in the organisation and event production of a festival that welcomed more than 20,000 guests over two days — around twice the initial forecast.
Energy Nation took part in the organisation and event production of a festival that welcomed more than 20,000 guests over two days — around twice the initial forecast.
A festival as a city within the city
The format was built around the idea of a large urban dastarkhan — an open space where different culinary cultures could meet.
The venue needed to become an intuitive environment with its own "streets" and "districts": world cuisine areas, participant stands, a handmade market, stage, workshops and spaces for relaxation.
The venue needed to become an intuitive environment with its own "streets" and "districts": world cuisine areas, participant stands, a handmade market, stage, workshops and spaces for relaxation.
For event production, this meant working not only with the programme but with the festival's entire logic — large audience flows, placement of activities and interaction between different formats within one venue.
Guests needed to be able to explore freely and continually discover something new.
Guests needed to be able to explore freely and continually discover something new.
Национальные кухни мира представят на Almaty Food Fest 2022
24kz TV channel
From live cooking to the main stage
The programme maintained this rhythm throughout the day.
The main stage hosted cooking competitions, workshops and live cooking shows with guest chefs. A family recipe competition became another part of the programme.
Towards the evening, the food festival gradually transformed into a concert venue.
Stereotape, Ice Cream Band and Popcorn Band performed on stage, with ORDA and Kair N as headliners. The evening programme drew thousands of guests to the main stage.
The same event therefore operated as a culinary journey, family festival, urban market and live music experience.
The programme maintained this rhythm throughout the day.
The main stage hosted cooking competitions, workshops and live cooking shows with guest chefs. A family recipe competition became another part of the programme.
Towards the evening, the food festival gradually transformed into a concert venue.
Stereotape, Ice Cream Band and Popcorn Band performed on stage, with ORDA and Kair N as headliners. The evening programme drew thousands of guests to the main stage.
The same event therefore operated as a culinary journey, family festival, urban market and live music experience.
One visual language across dozens of formats
With so many zones and activities, maintaining a consistent visual identity was essential.
The Almaty Food Fest identity was developed by Motion Design Almaty, with graphic and motion designer Daryn Arystanbekov working on the project as part of the studio.
The visual system was adapted across the main stage and screens, participant tents, food districts, navigation, festival maps, photo zones, team uniforms, tickets, badges, merchandise and other touchpoints.
As production progressed, the number of applications expanded significantly, so the design needed to remain flexible and recognisable at every scale — from small printed materials to large structures across the square.
Daryn Arystanbekov also adapted the festival's visual language into motion graphics for an advertising campaign displayed across 50 LED screens throughout Almaty.
This extended the event's communication far beyond the venue itself, making the festival part of the city's visual environment even before it opened.
With so many zones and activities, maintaining a consistent visual identity was essential.
The Almaty Food Fest identity was developed by Motion Design Almaty, with graphic and motion designer Daryn Arystanbekov working on the project as part of the studio.
The visual system was adapted across the main stage and screens, participant tents, food districts, navigation, festival maps, photo zones, team uniforms, tickets, badges, merchandise and other touchpoints.
As production progressed, the number of applications expanded significantly, so the design needed to remain flexible and recognisable at every scale — from small printed materials to large structures across the square.
Daryn Arystanbekov also adapted the festival's visual language into motion graphics for an advertising campaign displayed across 50 LED screens throughout Almaty.
This extended the event's communication far beyond the venue itself, making the festival part of the city's visual environment even before it opened.
OOH advertisements of Almaty Food Fest 2022
Almaty city
More than 20,000 guests
The final attendance exceeded initial expectations.
More than 20,000 people visited Almaty Food Fest over two days. Abay Square became a shared urban environment where food, music, cultural exchange, entertainment and leisure existed side by side.
More than 20,000 people visited Almaty Food Fest over two days. Abay Square became a shared urban environment where food, music, cultural exchange, entertainment and leisure existed side by side.
For Energy Nation, the project became an example of large-scale festival production in which numerous independent participants, spaces and activities needed to come together as one coherent experience.
Despite the growing scope and extensive programme, the festival retained a clear structure and consistent character — from the culinary districts and main stage to the city-wide advertising campaign.
Despite the growing scope and extensive programme, the festival retained a clear structure and consistent character — from the culinary districts and main stage to the city-wide advertising campaign.
For two days, we transformed one of Almaty's main public spaces into a city within the city — with its own rhythm, routes and taste.
Project team
Event production: Energynation Entertainment Group
Sound and equipment: Alt Sound
Visualisation and graphic design: Motion Design Almaty
Graphic designer: Daryn Arystanbekov
Project: Almaty Food Fest
Client: Visit Almaty Bureau
Almaty, Kazakhstan — 29-30 October 2022
Sound and equipment: Alt Sound
Visualisation and graphic design: Motion Design Almaty
Graphic designer: Daryn Arystanbekov
Project: Almaty Food Fest
Client: Visit Almaty Bureau
Almaty, Kazakhstan — 29-30 October 2022
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