Portobello uses a documentary approach to investigate the phenomenon of summer tourism and the iconography associated with it. It analyses — and questions — the notion of the "place-brand", built on marketing techniques, where space is not considered somewhere to live but somewhere to experience and consume for a few days. Portobello is an exotic territory on the threshold of fiction, a land at once real and fabricated, a kind of theme park anchored in a collective imagination built out of the stereotypes of contemporary capitalism.