Students of the degrees in Business Administration and Management (ADE), Audiovisual Communication (CA), Journalism (PER) and Advertising and Public Relations (PRP) of the European University of the Atlantic(UNEATLANTICO) will actively participate in the artistic project «ALMA», a collective intervention developed in the Port of Santander by the Boa Mistura collective.
The outstanding public art project has been promoted by Cantabria Labs and is part of the Tiempo de Arte initiative, directed by Merche Zubiaga and developed by the renowned artistic collective Boa Mistura.
This project seeks to strengthen the links between the port and the city of Santander, while promoting an active dialogue between art, territory and citizenship. Through creativity and collective participation, this proposal aims to generate a lasting social and cultural impact, integrating values such as sustainability, cooperation and community commitment.
The objective of the initiative is to transform four silos of the Terminal de Graneles Agroalimentarios of the Port of Santander, space provided by the GOF Group, into a work of art in which the word «ALMA» will be represented. This word will be visible from different points of the city and will be a symbol of creativity and commitment to the environment.
In this context, twenty-five UNEATLANTICO students will volunteer at the different stages of the project, allowing them to participate in a real process of cultural management, corporate communication and teamwork. This experience is a valuable training complement, in that it moves learning from the classroom to the professional field, promoting skills linked with project organization, strategic planning and interdisciplinary collaboration.
This work also offers a reflection on the role of companies in cultural promotion and highlights how artistic sponsorship can become an effective tool to generate social value and strengthen collective identity. In this sense, Tiempo de Arte represents an example of corporate social responsibility oriented to the promotion of contemporary art and urban transformation, fostering creativity as a motor for economic development and social cohesion.
With this action, Santander will take another step forward in its commitment to culture as a transforming element, turning an industrial environment into an artistic emblem that will unite aesthetics, history and emotion. For UNEATLANTICO students, this experience represents a unique opportunity for experiential learning and commitment to the environment, in line with the mission of the university to promote practical education, interdisciplinary and connected with the needs of contemporary society.