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only to the sale and wine marketing. So it will be a unique place for both merchants and
tourists, or just to buy wine.
Based on the official surveys, we found out that there are a population of young
businessmen and also students seeking this street for renting their apartments. Also, we
reached the conclusion that they prefer dwelling in these apartments until creating their
family. Later they will look for other locations outside the city, where they can find schools
and other infrastructures that do not exist here.
How to maintain the memory of the street?
Actually it seems necessary to re-think about what people would like to see in the street as
an icon of Lisbon downtown: the old and first concept idea, about what it was "Baixa", and
how it was done, the initial project from Marquês de Pombal time.
The comprehension of the physical structure from "Baixa" layout will address how the
linguistic meanings from the Rua da Madalena (Madalena Street), and all buildings could
influence our ideas and reasons about the concept of "Wine Street". This concept implies
the risk of the choice that we recognize and accept it as necessary to innovate. We had
reflected over the implications and consequences of our proposal, and choices, on the field
of construction and economics possibilities. That's why we consider the street as a brand.
The street as a brand must address seven different questions in the working and projecting
process, working together as a group of interactions. They are the following: fruition,
promotion, conservation, enhancement, regulation, tourism and development. All of them
are main objectives and values sharing by developers and in some way with architects.
Because our proposal is based on the idea of developing and promoting a new image for
Rua da Madalena, a new strategic marketing plan for Lisbon downtown must be done in
such a way that the brand concept, applied in the local architecture that it is the principal
focus of our research, could be transformed in a Wine Street. The wine trades are not
presented in Baixa, that’s why it is a good opportunity to improve and promote the
Portuguese wine.
We had done a research about the localization of trade shops, and we found that there
aren’t wine shops on this street. We found highest concentration of people in the
downtown, which is Arco da Rua Augusta (Augusta Street), Terreiro do Paço, (Paço Square),
and Elevador de Santa Justa (Lift for sightseeing). In terms of projecting new hotels,
different types of hotels like luxury hotels, cheaper hostels, box hotels, other kind of hotels
will be projected for that street.
In the first half of 2014, Lisbon had nearly 4 million foreign tourist overnights. Tourism
moves on the economy, but it also moves the city. Increasing the rate is an "extraordinary"
value, says the president of Tourism of Portugal Minister, João Cotrim Figueiredo. To get an
idea, from 2012 to 2013 there was a 8.5% increase. It is necessary to make the Madalena
Street a more pleasant place for people who live in Lisbon and which will necessarily be
more interesting for tourists, without forgetting the memory of the past or the original
concept from the architectonic layout and the construction methodology. The harmonious
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