The historical city center of Viseu—a small city in the heart of Portugal—is an example of the unfortunate abandonment that’s happening in many cities around Portugal. Viseu is home to many small businesses that offer local products and traditional craft, but have struggled to innovate and integrate with modern modes of business. Citizens visit the city less, and now buy less there too. Witnessing the slow death of this traditional commerce, the Portuguese NGO, “Jardins Efémeros” and the City Hall of Viseu created the project Rua Direita to reverse the slow of commerce and enhance the traditional trade by revitalizing fifteen local stores.
The project Rua Direita, with the help of twenty Architecture students and a local construction company, reinvented these old stores by giving them a fresh look. They worked with them for 40 days to increase people’s curiosity and to make the stores more attractive. Some rearranged the storefronts, while others created infographic boards to help clients decide how and why to buy traditional local slippers. They also modernized the look of these stores and highlighted local products and a traditional way of trade.
This project has piqued curiosity and drawn new visitors to the area. Store owners have regained confidence, as well as a boost in sales and attention for their traditional businesses. In a collaborative way, participants developed an unexpected solution to a common problem. Rua Direita is a work-in-progress initiative, and will continue next year with fresh crop of local stores.
