Capturing the juxtaposition between its vibrant beach culture and towering urban landscape, Rob Ball's photographs of this famous Spanish seaside town consider the promise of the perfect package holiday - and whether it has changed since it's conception in the fifties.
From sunlit palm trees to shimmering neon lights, from pastel-coloured high rises to bright pink beach towels, from the greys and browns of backstreets to the pinks and reds of sunburn, this is a visual ode to all the colours of Benidorm .