La Rambla reinvents the 'souvenir' with which it wants to be remembered

La Rambla continues to shape its image and the memory it wants to instill in each of the thousands of visitors who walk on it daily, now also through the souvenirs with which tourists will take a piece of the avenue home. In an initiative promoted by Amics de La Rambla, Elisava students have designed new souvenir objects linked to the promenade and the city, with unique proposals that are closer to what the city wants to represent.

The souvenirs, which for now are prototypes and are not for sale, include unique proposals that appeal to all senses. El nas de la Mercè brings together four organically shaped bottles that encapsulate aromas representing various aspects of the city; the recycled and handmade paper postcards Memory Matters review the history of the avenue, or a glass spoon designed to break the caramelized sugar layer of crema catalana are some of the students' proposals.

The souvenir objects, which will be exhibited at the Museu Marítim until June 11, do not stop there: they also include a hand-blown glass vase in homage to the flowers of La Rambla, as well as a set of clay glasses and trays for vermouth that, when stacked, aim to symbolize the silhouette of a castell.

A ceramic vase that plays at hiding stains on the tablecloth; a metallic rod to cool wine when inserted into a bottle with a cork stopper that not only closes it but also serves to pour; a water jug inspired by the Font de Canaletes; vases with nods to architectural elements of the city, and cork stoppers that reproduce Barcelonian panots complete the students' designs to advance in the repositioning of La Rambla.

In total, 21 young designers have participated in the project, working with established artisans to produce functional prototypes of the souvenirs. "It is a source of pride for us that Amics de La Rambla and the City Council have entrusted us with this project," highlighted Luis Eslava, head of the initiative at Elisava and representative of the academic team. The initiative is part of the project promoted by Amics de la Rambla to rethink La Rambla's tourism model, together with the City Council, GetYourGuide, and the Generalitat, which aims to improve the management of visitor flow on the promenade and reinforce its authenticity.

With this same objective, Amics de La Rambla launched a collection of posters in 2024, which now adds its fourth model: an illustration designed by the artist Bestiola (Jordi Ferrándiz), with a limited edition of 100 copies in A3 format and another 200 in A5, in addition to a postcard version that will be distributed free of charge. All with one goal: to project an image of La Rambla closer to the essence of the avenue, to reclaim its authenticity and, as a final goal, to get Barcelonians to make it their own again.