Happy consumption is, apart from my personal motto, the exhibition of vintage advertisements at the Centro Cultural in Portugal’s capital.
The Centro Cultural is a hard contemporary contrast to Lisbon’s ornate architecture. The complex is large with conflicting dynamics, a bit too big, too ugly, too empty, just one of those examples of EU spending.
Set in the medieval-historic centre of Belem, in the western part of Lisbon, it is clashing with its more attractive neighbours, the Monastery of Jeronimos, Monument of Discoveries and the fountain square, providing imposing picture backgrounds for Asian wedding tourists.
Facing Lisbon’s Centro Cutural.
Which in turn is facing the fountain on Praca do Imperio.
And then facing love in front of the monastery, at Praca do Imperio.
Dominating the graceful Praca do Imperio, the bulky cultural centre houses congress rooms, auditoriums for meetings, concerts and other cultural events.
This is is where we found the ticket and information office (am excited for the classic concert tomorrow!).
The reason to visit the centre is the private collection of Berardo, a Portuguese art collector.
The Museo Coleccion Berardo
The entrance is free. It will take you for a long walk through huge halls and corridors with modern art and contemporary collections.
All the big names are represented through artworks from Pablo Picasso, Andy Warhol, Francis Bacon, Salvador Dali and others I have seen in similar versions all around the world and as hotel room pictures.
The exhibition I enjoyed most was Happy Consumption, an entertaining collection of early advertisements from the last century.
Easy fix of world health problems.
The bunny always works for me. Will travel underground.
The ads featured gorgeous women portraying beauty ideals of their time.
Coming from a digitalised photoshopped world, the images appeared to be highly artistic.
Very well drawn.
I think, most women looked like that…
… because of Roselys Face Powder.
And the right kind of soap.
Today, without powder and bar soap, women look more like this.
There is OXO, Cadburys, Palmolive, Heinz, British Airways and all the names that are still around.
I had a severe stimulus response a la Pavlov. Ovaltine makes me drool. We tried the sweet drink for the first time in Hong Kong, got hooked immediately and hardly ordered anything else.
Do try Ovaltine!
Our day ended without Ovaltine. At Pao Pao Queijo Queijo (right next to the famous Pasteis de Belem egg tart shop), we had a taste of culinary fast food culture. Very good falafel salad and soup of the day.
It was the best value meal so far. We paid €10,45 for the three of us and enjoyed a seat outside from where we could see the Jeronimos Monastery and traffic bustle around peaceful Praca do Imperio.