The Ayuntamiento de Teruel and the Fundación Bodas de Isabel have unveiled the poster for the XV Semana Modernista, scheduled for 17 to 22 November. The winning entry, titled 'Belleza en cada rincón', is an illustration by local artist Jaime Fierro Moradell, who has successfully blended early 20th-century poster art with a prominent feature of the city's modernist heritage: the façade of La Madrileña.
Approximately twenty submissions were received from artists across Spain for the competition. This year's edition will focus on Teruel's modernist architecture, coinciding with the centenary of Antoni Gaudí's death, a milestone that encourages a rediscovery of the remarkable architectural and artistic legacy of this movement.
The winning design captures the aesthetic of early 20th-century advertising illustrations, featuring an elegantly dressed woman whose hat and floral decorations reflect the artistic sensibilities of modernism. The backdrop showcases a detail of La Madrileña, one of the most distinctive buildings in Teruel's modernist style, designed by architect Pablo Monguió. The delicate ornamentation, curved lines, and characteristic vegetal motifs of this style are seamlessly integrated into the composition, enhanced by a carefully chosen colour palette of cream, blues, and soft hues that evoke sensitivity and nostalgia.
The artist expressed his intention to depict a protagonist who discovers Teruel and becomes enchanted by its architecture: 'The protagonist arrives in Teruel and falls in love with its architecture; I hope that is the interpretation of the poster.'
The jury praised the technical quality of the artwork, its relevance to the theme, and the successful integration of architectural and human elements that define Teruel's modernist universe. The composition ensures that the ornamental features of the building, although in the background, play a crucial role and interact with the female figure, reflecting both the material heritage and the social and historical dimensions of the era.
The Fundación Bodas de Isabel particularly values the artistic sensitivity of the poster, its harmonious colours, and its fidelity to the aesthetic language of modernism. This delicate and elegant image, closely linked to Teruel, embodies the spirit of this edition and aims to highlight the beauty of the architecture that is part of the region's identity.
Jaime Fierro Moradell, a 25-year-old native of Teruel and a Fine Arts graduate from the University of Zaragoza, has a background in illustration, painting, and audiovisual creation, particularly in projects related to culture, history, and fantasy. In 2022, he received an award in the poster competition for the Summer University of Teruel, organised by the Antonio Gargallo University Foundation, and created an official illustration for the international heavy metal band Powerwolf. More recently, in 2026, he illustrated the poster for the short film BASOA, produced by the Basque company Escolti Films, with a design inspired by folk horror aesthetics. His work for the Semana Modernista provides another opportunity to connect his creative output with the heritage and history of his hometown.
Focus on modernist architecture
This year's Semana Modernista will pay special attention to the architecture that transformed Teruel's urban landscape in the early 20th century. A key figure in this transformation was Pablo Monguió i Segura (1865-1956), an architect from Tarragona who trained in Barcelona and served as Teruel's municipal architect. He introduced new architectural and aesthetic trends that were emerging in major modernist centres.
Monguió's work has left a significant mark on Teruel's urban landscape, through both private buildings and numerous municipal projects. Among his most notable works are Casa Ferrán, La Madrileña, and Casa El Torico, constructions that reflect the city's modernisation and the tastes of the commercial bourgeoisie of the time. La Madrileña, whose façade inspires this year's poster, stands as one of the most recognisable and beautiful examples of Teruel's modernism, showcasing the artistic richness that Monguió incorporated into the city's architecture.
The XV Semana Modernista aims to contribute to the rediscovery of this heritage and engage the public in a cultural, social, and artistic transformation that is part of Teruel's recent history.
Free dance workshops
Alongside the poster presentation, the Fundación Bodas de Isabel has announced a new initiative to promote public participation during the Semana Modernista: three free dance workshops open to anyone wishing to immerse themselves in the festive atmosphere of the early 20th century. These workshops aim to teach basic dance steps, enabling participants to more easily join in the dances, concerts, and various activities planned for the event.
No prior dance experience is necessary, making this an open and accessible proposal designed for enjoyment, learning, and sharing an experience that helps recreate the social and cultural environment of the time. The workshops will take place on 5, 10, and 12 November, starting at 18:30, lasting approximately one and a half hours, at the rehearsal space of the Fundación Bodas de Isabel. During these sessions, participants will also receive information about the various ways to get involved in the Semana Modernista, encouraging them to dress in period costumes and contribute to the decoration of the streets and venues where the events will occur.
This initiative aims to further engage the community and ensure that the Semana Modernista continues to grow as a collective celebration, where the public is not just spectators but also active participants.
After fifteen editions, the Semana Modernista in Teruel has established itself as a cultural event that recovers and highlights the daily life, customs, clothing, artistic expressions, and social transformations of the late 19th and early 20th centuries. The Fundación Bodas de Isabel encourages both locals and visitors to actively participate in this celebration, to dress in period attire, enjoy the dances and activities, and help recreate the atmosphere of a particularly rich cultural and artistic era.
The complete programme for the XV Semana Modernista will be announced soon, detailing the various cultural, recreational, and artistic activities scheduled from 17 to 22 November.
