As part of the São João Festivities programme, this exhibition recalls the tradition of the decorated “mastros” (festival poles) that, for decades, marked the São João celebrations in Vila do Conde.

Traditionally placed next to the Parish Church and in the surrounding streets, the mastros symbolised the participation of the parish communities in the municipality’s festivities, representing one of the most emblematic expressions of the popular and communal identity of the celebrations.

Through a collection of photographs from the valuable archive of Foto Adriano—a historic photography studio in Vila do Conde, founded in the late 19th century—the exhibition takes us back to the 1950s and 1960s, allowing visitors to revisit the settings, customs, and atmosphere of São João festivities in earlier times.

In a year when the traditional mastros will not take place in their usual location, Praça da República, due to ongoing works, this exhibition—on display from 6 to 30 June in the foyer on the ground floor of the Municipal Auditorium—also stands as a tribute to the collective memory and popular traditions of the municipality.