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The Fish of the Atlantic Coast The fishing industry in Cascais Bay has long been a collective culture and a part of Portugal’s national identity. However, the coastal habitat of Cascais’s fishermen has been ‘revitalising’ by the gentry and tourists since the early 1990s. Such a social character remake of the district brings along the neighbourhood’s economic uplift, but also the decline of the Cascais fishing industry.
Selling a 100% artificial fish as a souvenir in a Cascais gift shop highlights the irony of branding this coastal fishing town as “The Charm of the Atlantic Coast” to appeal to tourists. Meanwhile, local fishermen—the people who truly represent the town’s heritage—face displacement due to gentrification. The souvenir’s caption, “Everything starts with people,” only deepens the sarcasm, underscoring how the town’s authentic culture is sidelined for commercial gain.

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INSTALLATION

(Right) Fish packaging on a retail stand.

Fish packaging close-up.

(Left) Side of fish packaging. (Right) Clay fish.

(Left) Back of packaging label. (Right) Packaging material.