Vila-seca Vila-Seca Campus CRAI campus Vila-seca
08:30 h
The SouvenirArt Awards are an initiative promoted by the Chair of Innovation and Tourism Research Salou-Costa Daurada at Universitat Rovira i Virgili, the URV Foundation, the Salou Tourism Board, and the Tarragona Provincial Council. The project invites a rethinking of the traditional concept of souvenirs and encourages exploring new ways of representing the territory through artistic creation.
A souvenir is a physical object that serves as a reminder of a place visited. However, many found in tourist areas are based on stereotyped images that oversimplify the identity of a destination.
SouvenirArt seeks to reverse this logic by proposing artistic souvenirs that, rather than perpetuating clichés, connect with the authenticity and cultural richness of the territory.
SouvenirART 2026 is a competition focused on highlighting the city's architectural and historical heritage. The exhibition brings together the creations of 43 artists, designers, and artisans who offer new perspectives on the tourist experience and invite visitors to establish a deeper, more emotional, and meaningful connection with Salou.
Helena Frías won the SouvenirART 2026 award with the piece "Salou-Golden Modernism." The proposal stands out for transforming the modernist and noucentista architecture of the buildings along Jaume I promenade into an innovative and accessible souvenir for everyone.
