Strategia Fotografia 2025

In June 2025 I applied for this opportunity with a research idea I had just recently encountered.
In May I had been invited to visit Casa Planas, an original archive in Palma de Mallorca, whose
collection of more than 3 million images spanning from the 1940s to the 1990s represents the
most important photographic archive on the history of mass tourism, since its beginning after
WWII.
I was mesmerised by the images and the process of creation of the touristic dream, especially in
its postcard format. This visit inspired the proposal titled:
An Atlas of Stereotypes and How to Beat Them The Evolution of Touristic Imagery through Postcards:
The Casa Planas Case
Which I will work on during 2026. More updates soon!
The research explores the construction of the tourist imaginary through postcards, starting with
the Casa Planas Archive in Palma de Mallorca. Founded by Josep Planas in the 1950s, the
archive represents a visual atlas of the birth and spread of the Mediterranean seaside
stereotype.
Two residencies at Casa Planas and three missions to Italian archives (Alinari, Publifoto, Touring
Club) will analyze how desires and clichés were produced and visually conveyed. Postcards
become key tools for reflecting on the relationship between image, territory, and dream.
The research will be presented as part of the Planas Archive’s activities and in photographic and
exhibition contexts, including the PhEST festival. The project is part of a broader curatorial
reflection on the representation of tourism, its shared imaginaries, and its cultural and
environmental impacts, including the current critical issues of overtourism.