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.Media / News

How Mary Poppins-inspired umbrellas became a global tourist magnet

30 Jan 2021
How Mary Poppins-inspired umbrellas became a global tourist magnet

The Washington Post, January 30th, 2021

Every summer and winter, the Portuguese city of Águeda fills with visitors who wander the streets, turn their gaze to the skies and flood social media with cheery umbrellas that seem to float overhead.

The artwork, called Umbrella Sky Project, has expanded beyond the city’s borders over the past 10 years to shopping districts, downtown promenades and even theme parks around the world. Temporary installations have gone up in countries including Portugal, Bahrain, Japan, Norway, Spain and the United States.

Travel influencers pose under them. Pinterest boards are full of them. Architectural Digest in 2019 included Águeda’s umbrella-draped roads in its list of the “most beautiful streets in the world.”

“The motto is to color life, bring color to the gray spaces of the city and make the ones who pass by smile,” according to promotional material from Impactplan, the creative agency behind the umbrellas. “A simple idea that brings life and protection to public spaces and at the same time transports us to a fantasy world.”

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