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construction of new ones while others would undergo major restoration (Lin and Chen,
2005).
Finally, the government administrators should work with individuals in the community in
various cities, to ensure that there are improved plantations and flowers in place, which
makes the streets more attractive (Bradley et al., 2013).
The branding concept: case study.
Our case study it is a particular street in Lisbon downtown named Rua da Madalena
(Madalena Street). The main goal of our research is to identify why we need to reconstruct
this street? How could we reconstruct and, at the same time, reinvent the street based on
its original concept? That is the objective of our research. In order to reach this objective,
we have embedded our research in a broader context for systematically mapping the roots
of the Pombaline Architectonic Style from the 18 century, and the traditional wine cellars.
Specific architectural and urban interventions in the street provide it with a quality of a
brand like the Wine Street concept.
Our proposal is to reclassify and stimulate the street in order to transform it as a new icon
of the city by taking into consideration the increasing pollution derived the amount of cars
passing through there, and on the other hand, the lack of interest that the street has at the
moment in contrast with other downtown streets at about 50 meters away.
After an inquiry of some merchants from the area, and a few tourists on what they seek and
what they would like to find in the Lisbon downtown, we found out that the most spoken
keywords were about heritage and local culture. So, it may be concluded that it represent
the product itself.
The originality of this research refers to the idea to design a new street brand as an icon, but
only with Portuguese products. The street will go back in time, and shops will be organized
and designed with features from the 18th century. All trades and merchandise should be
traditional, bringing back the spices from India, beans and grains in bags sold by weight, the
fruits of the region, the typical cellar where you eat only handmade and artisanal food made
by recipes from the 18 century, and Portuguese wine shops.
All of this has to be designed in accordance with the characteristics of the street at the time,
giving rise to a street, which will re-attract city people, tourists, and even those who just
want to get some kind of traditional food or wine. The street may become a brand that
represents time itself. Old rules turned to be new rules. With this project we hope to
contribute towards maintaining traditional Portuguese products, and prevent its
disappearance.
The street will be transformed into a Wine Street. It will be in Rua da Madalena (Madalena
Street) where we propose to create shops with representation of the best brands of the
Portuguese wine. By creating a themed street, we will continue the spirit of the original
urban design from Lisbon downtown, where every street was designed for a certain type of
trade and commerce. This Wine Street will have a collection of shops and offices, dedicated
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