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ONE DOWNTOWN STREET.
ONE DOWNTOWN PRODUCT.
Luis PINTO, Antonio POLAINAS
Lusiada University of Lisbon, CITAD Research Center, Portugal.
Abstract
The purpose of this case study and research paper is to illustrate that a brand concept may contribute towards
increasing the dynamism and tourist interest in a street, thus increasing the immaterial value of the street and
its heritage value. Throughout this article, we will address the issue of tangible and intangible cultural heritage,
in terms of the immaterial value of the street. First, we will address the issue about the meaning of culture,
and the idea of reconstruction, and maintaining the memory of the past. With the resurgence of traditional
forms of business, which had been replaced by large franchising companies, equal on all places, people are
returning, again to live in city centers, thus keeping the memory of the place. The memory of the place, for us,
is the intangible cultural value of the street. Globalization, in general sense, is positive, but if we look closely,
as regards the nonexistence of cultural barriers, non-existence of local politics of historical and social
protection, the strongest countries in the political point and view, and together with the major international
brands can very easily invade the space of immaterial culture and material culture. The street has dimension
values, which in many cases is easily measurable, but in other cases, it becomes almost impossible to evaluate
them and puts them in relation to mathematical formulas and statistics, slandering a real value what is being
evaluated. We will purpose a mathematical formula to evaluate the street, after and before the Brand
Concept.
Keywords: heritage, architecture, brand, street, real estate, value, downtown, tourism, Lisbon, city,
Pombalino.
Introduction
Over the years, the street has been understood as a place where buildings just line up, with
shopping centers and various businesses taking place. It is also known that a city has streets
where dusty, dirty and dilapidated buildings are lined on both sides of the street in the city
centre. There are diverse majestic heritage buildings in various streets in a variety of nations
across the globe, and there has always a wish that the street could be improved to host
tourists and entertainment activities, which can also be a source of income to the nation. It
seems that the higher value architecture and reconstruction of today is the cultural heritage
of tomorrow.
The ability of people to interact with such vast quantity of different cultures is a privilege of
every human being of this world. However, every nation has to develop strong connection
with its cultural legacy for the purpose to preserve its roots and maintain healthy
relationship with the world and environment around them. Nowadays, one can observe the
positive outcome of globalization. The growing importance of traditional local cultures
passed from generation to generation originates from the fact that local and regional
interests are strengthened against the negative effects of globalization (Illes, 2004). We
could promote a revitalization of old cities center, which are normally historical areas, by
creating a tourism destination brand. The higher value architecture and reconstruction of
today is the cultural heritage of tomorrow; thus it will be our brand concept for the street.
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