MALAGA.- Museo Picasso Málaga is turning the traditional museum visit into a broader summer experience with Summertime, a seasonal campaign that invites audiences to explore Pablo Picasso’s world both inside the galleries and online.
Under the slogan “This summer, dive into Picasso,” the initiative presents the museum as a calm, refreshing alternative to the bustle of Málaga during its busiest months. Visitors are encouraged to slow down, spend time with the art and discover how the sea, the beach and the Mediterranean shaped Picasso’s imagination.
The campaign is inspired by one of the artist’s most familiar summer images: a photograph taken by Robert Capa in Golfe-Juan on the French Riviera in 1948. The picture belongs to a memorable series in which Capa, one of the defining figures of modern photojournalism and a co-founder of Magnum Photos, captured Picasso in relaxed moments away from the studio.
That informal, sunlit image sets the tone for the museum’s summer program.
In the galleries, visitors can explore Pablo Picasso: The Structures of Invention. The Unity of a Life’s Work, where a selection of paintings and other works connected with the sea, bathers, beaches and Mediterranean landscapes offers a seasonal path through Picasso’s career.
The museum is also presenting Joana Vasconcelos: Transfiguration, an exhibition shaped by bold color, monumental forms and an immersive sense of spectacle. Together, the two exhibitions create contrasting but complementary experiences: one rooted in Picasso’s lifelong experimentation, the other in the transformative energy of contemporary art.
Picasso beyond the galleries
Summertime also extends the museum experience into the digital world.
Through the hashtag #SummertimeMPM, Museo Picasso Málaga will share music, podcasts, archival photographs and stories about Picasso’s relationship with summer. The material ranges from memories of his childhood in Málaga to beach walks, food and leisure, offering a more personal view of the artist’s life.
One of the campaign’s central digital features is a playlist inspired by George Gershwin’s 1935 classic “Summertime.” It combines historic interpretations of the song with other tracks chosen to evoke the season, creating a soundtrack that visitors can listen to before, during or after their visit.
The museum’s podcast series is also being expanded. Previously available in Spanish, selected episodes can now be heard in English, making the content more accessible to international audiences. The programs explore current exhibitions and revisit earlier projects, including Picasso: Memory and Desire, as well as exhibitions devoted to artists such as Elena Asins and Joel Meyerowitz.
Additional talks, interviews, seminars and recorded tours are available through the museum’s multimedia platform, allowing audiences to explore Picasso’s work in greater depth from anywhere.
The museum will also share photographs from the Roberto Otero Photographic Archive, including images of Picasso relaxing by the sea and spending time with friends and family. These informal scenes reveal an artist far removed from the solemn image of the modern master, showing instead a man enjoying the rhythms of summer.
A cultural pause in the center of Málaga
Housed in the historic Palacio de Buenavista, the museum offers several spaces designed for unhurried visits. Its garden, described as an oasis in the center of the city, provides a quiet place to pause between exhibitions, while the building itself brings together layers of art, archaeology and local history.
The museum’s archaeological remains and interpretive displays further connect the collection to the history of Málaga, giving visitors a fuller sense of the cultural setting surrounding Picasso’s birthplace.
The MPM Bookshop is also participating in the campaign with a selection of summer-themed objects and publications. The range includes fans, beach towels, bags, sarongs, games and textiles decorated with nautical stripes or images from the collection, alongside books published by the museum and other recommended titles.
During July and August, Museo Picasso Málaga is open daily from 10 a.m. to 8 p.m., with final admission at 7:30 p.m. On Sundays, admission is free during the final two hours of the day, from 6 p.m. to 8 p.m.
With extended hours, digital programming and exhibitions that move between Mediterranean imagery and contemporary spectacle, Summertime presents the museum as more than a stop on a sightseeing itinerary. It offers a place to escape the heat, encounter Picasso from a different angle and immerse oneself in the cultural life of Málaga.
