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association of post-earthquake buildings and thematic streets, concerning the type of
commerce, confers a high degree of attractiveness to the space.
Our proposal it is to maintain that atmosphere with the inclosing of the Wine Street, in Rua
da Madalena, and at the same time, maintain the original layout of traditional facades from
the existents buildings. By creating a branded area, it will serve as the key for success as a
tourist destination, and at the same time, it will support the maintenance of the
architectonic characteristics from the original “Pombalino” style 3 . Indeed, tourists are
coming to Lisbon in search of authenticity that many cities have already lost because of
standardization tendencies (Gorjão, 2013).
At this stage we are not going to show any drawings or projects that are already done about
the interior design for the wine shops, but we would like to explain the concept of Lodge
Shop, which is a place that offers a wide variety of wines. The Lodge shop is the best place
to stock up cellar or for buying unique gift-packaged bottles and wine accessories.
Other concept is the tasting room shop which is an impressive space with high ceilings and
big windows, through the city and can be fully appreciated. Sometimes expert guide could
guide you through your wines. There are so many different wines in Portugal, that it is quite
impossible to say how many. The wine is so important for the Portuguese economy that it is
un-understandable why Lisbon does not have any Wine Street! All of these examples
demonstrate that the client expects to find this kind of wine shops along Rua da Madalena
(Madalena Street) as a branded area with different Wine Shops and Cellars presenting
Portuguese trademarks. It will be like a very huge and important business place, and at the
same time very touristic and a new heritage zone.
The value of the street
The heritage buildings 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're
talking silent numbers, that the aesthetic point of view, are induced in the calculation of an
assessment, through a certain sympathy, condescension or cultural interpretation, of the
individual who is facing a building, and that is to be evaluated. The heritage can be viewed
as a product (Kotler, 2000), but to better understand what it is a product, we will have to
think of marketing in design and in architecture, since the architecture incorporates the
previous. There are also intangible values (Cabral, 2011), associated directly with the
cultural value of a particular detail of a set or a reading space, as a whole indivisible in that if
you remove a single point of that set, it will lose in full, preventing their reading. These silent
numbers can block the outcome of an evaluation. At a time when the accuracy of the
numbers, associated with the business itself and the cultural value are of paramount
importance, come to put the plates of the scales of sustainability (Françoise, 2012), more a
weight to be considered, to be evaluated and be judged. The market value has been
3 The "Pombaline style," which was created by the Portuguese Prime Minister Pombal and his engineers in
their rebuilding of the capital, was the Portuguese adaptation of the French military engineering tradition
of Vauban and Belidor to the reconstruction needs of Lisbon and the modernization priorities of Pombal.
In: David Kendrick Underwood, "The Pombaline style and international neoclassicism in Lisbon and Rio de
Janeiro" (January 1, 1988). Dissertations available from ProQuest. Paper AAI8824801.
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