Vermouth and city
Location: Reus, Tarragona · 2017
The proposal seeks to restore the central role of La Llotja in the heart of the city, transforming it into a multifunctional, active venue with a suggestive, evocative, and interactive setup — capable of sparking emotion and telling stories.
These stories aim to connect and complement existing narratives such as the Vermouth Route, the Modernist Route, the Gaudí Centre… and many other visitable places like the streets and squares of the historic center, century-old shops, and remarkable heritage buildings — all of which allow visitors to discover the most genuine customs and traditions of Reus.
This old space will become a vibrant, dynamic experience facility — ideal for promoting the city and its vermouth — thanks to the strength and symbolism it holds, both in its physical form and in its content.
In the 21st century, a renewed viticultural boom in the region has allowed Reus to recover part of its former centrality, now through a new format that evokes the past with a modern twist. It is the initiative to create a “new” city brand under the name Vermut de Reus.
