“25 Edições em Cartaz – Viagem Medieval” to remember at the Convento dos Loios Museum

Evolution of the creative process of promotional posters

 “25 Edições em Cartaz – Viagem Medieval em Terra de Santa Maria” (25 Editions in Print) is the exhibition that will be inaugurated on Saturday, 23 July, at 4:30 p.m., the Convento dos Loios Museum: a retrospective exhibition of the promotional posters of the 25 editions of the Medieval Journey, held since 1996 with an interruption in 1998, an online edition in 2020 and a suspended edition in 2021 due to the COVID-19 pandemic.

 Since its first edition, the Medieval Journey has favoured the poster as a means of promotion, dissemination and affirmation of the event among different audiences. The 25 posters on display follow a chronological sequence and are grouped into two stages, reflecting two distinct periods of the creative process: from 1996 to 2009, reflecting the medieval theme and from 2010 to 2022, focusing on the historical framework.

As an example, the poster for the 2022 edition, a particularly symbolic year which marks 25 editions of the Medieval Journey, reflects the choice of theme – the First Dynasty – with an impressive photograph which brings together all the kings and queens who contributed to or influenced the governance of the country.

This exhibition allows one to perceive and understand the graphic evolution of this communication support that accompanied the growth of the event itself, over a quarter of a century and is also a symbolic tribute by the Convento dos Loios Museum to the Medieval Journey – a cultural project that has stood out and will continue to stand out in Santa Maria da Feira, in the country and the world.

“25 Edições em Poster – Viagem Medieval em Terra de Santa Maria” will be open until 18 September and may be visited from Tuesday to Friday, from 9:30 a.m. to 5 p.m., and on Saturdays and Sundays, from 2:30 p.m. to 5:30 p.m. During the Medieval Journey, from 3 to 13 August, the exhibition can be visited between 3 p.m. and 11 p.m. during the week, and between 2 p.m. and 11 p.m. on weekends, except for the last Sunday, 14 August, which closes at 10 p.m.