Postcard from Sevilla, Spain: Tiles turn advertisements into enduring street art

Members of the Sanchis family opened El Cronometro watch shop on Calle Sierpes in 1901. Their investment in this monumental wood and tile advertisement must have been substantial, although surely the Swiss watchmaker Longines underwrote some of the expense. Even if the store closed its doors, it is doubtful Sevillanos would permit the sign to be removed. The commercial advertisement has become a cherished part of the streetscape.

On the same street, Zacarias Zulategui commissioned Ceramica Santa Ana to add two tile advertisements for Armeria Z and Deportes Z. His gun shop and sports store have disappeared, but the ads remain. Women no longer roll cigars inside the Fabrica Real de Tabacos, but the tile sign still is embedded in the wall. The last Studebaker rolled off the assembly line in 1966, but the Studebaker mural in Seville endures.

In Seville, the art form has never gone out of fashion. Azulejos are so durable, they are used for street signs. The vintage look is a favorite of producers of alcoholic beverages, who find their installation is embraced as part of the streetscape. Restaurants, bars and shops continue to turn to Seville’s ceramicists to announce their presence to passers-by.

And you have to admire the cleverness of the tavern-owner whose frugal three-tile B-A-R sign takes full advantage of the azulejos above it depicting a graceful Virgin Mary protecting the Spanish fleet. The juxtaposition makes the establishment appear particularly blessed.