The cultural association Insula Signa has recovered the emblematic sign of Librería Lemus in La Laguna, a shop that closed after more than half a century of activity. The association's president, Jaime Medina, emphasized the importance of this work to prevent commercial graphic heritage from ending up in the trash and losing an essential part of the collective memory of the Canary Islands.
Medina laments the increasing uniformity of cities, marked by the advance of large franchises, which leads to a loss of identity. "We are truly losing identity at an alarming rate," he stated, pointing out that streets are losing their unique character and becoming indistinguishable from other global cities.
“"We are truly losing identity at an alarming rate"
Insula Signa's main mission is the study and documentation of commercial graphic heritage. The rescued signs are stored with the hope of exhibiting them one day, using them as tools to tell the story of places like La Laguna and other Canary Islands towns. These elements, some dating back to 1973 like that of Librería Lemus, are part of the urban landscape and citizens' memories.
“"They offer us the signs because they feel sorry about throwing them away"
The association's collection is growing and includes significant pieces from across the archipelago, such as the sign from Casa Peter in La Laguna, the last video club in Santa Cruz, Videoclub Escorpio, or the record store Sonora. They have also recovered the sign from Casa City bookstore in La Palma and the poster for Chistera de Manolo Vieira in Las Palmas de Gran Canaria. Increasingly, it is the shopkeepers themselves who contact the association, knowing their signs will be cared for instead of discarded.
Insula Signa seeks institutional support for the preservation of this heritage, although it acknowledges the current lack of involvement from administrations. Nevertheless, they highlight specific collaborations such as the inventory commissioned by the Town Hall of Puerto de la Cruz and the one they are currently undertaking in Santa Lucía de Tirajana. A notable case is the 'Nitrato de Chile' sign at the Arinaga crossroads (Gran Canaria), restored with private funds, for which they are now campaigning for it to be declared a Site of Cultural Interest nationally.
Meanwhile, the signs await their moment in workshops and at the Faculty of Fine Arts of the ULL, with which there is a collaboration agreement, pending a suitable exhibition space.
